UEFA Champions League Final: Kick Off Show

Since 2018, FUSE have worked with PepsiCo to identify and secure the artist performing at the ‘UEFA Champions League Final Kick Off Show, presented by Pepsi’ (formerly the 'Opening Ceremony'), manage all talent operations, including on site operational logistics, and drive the project management of the promotional campaign.


Elevate the entertainment value of the UCL Final, attract new audiences and increase brand fame for Pepsi, creating cultural conversation across the music and football community.


A Pepsi owned, world class 6-minute performance with culturally relevant artists that connect with football fans and music lovers across the globe: 2023 pan-continental line-up featured co-headliners Burna Boy (West Africa), Anitta (Latin America) & special guest Alesso (Europe).  The Kick Off Show performance was promoted by a multi-layered social, digital and PR campaign. Fuse was the lead agency amongst all stakeholders (PepsiCo, UEFA, Talent Teams, Creative Director(s), Creative & media agencies) for the delivery of the on pitch performance, promotional content, talent management and onsite logistics.

Native TikTok assets featured Burna Boy announcing his performance at the 2023 UEFA Champions League Final Kick Off Show, with the artist initiating a ‘call out’ to fans, encouraging them to showcase their best dance moves or football freestyle skills for a chance to win an extraordinary package. Seven lucky winners and their plus ones were awarded return flights, nine nights’ accommodation in Istanbul, premium tickets to the final, and spending money for the duration of their stay. 


A new name & refreshed look improved brand attribution of the Pepsi Kick-Off Show – this resulted in 1.3bn total campaign views with a 165% YoY increase. From the TikTok challenge, hashtag views for the show reached 21bn and 17.8M UGC views.

0 BN

Total campaign views

0 BN+

Learned media impressions + 250% YoY increase

0 M

Total Performance Views (includes full VOD, livestream & 30s cutdown)​ +70% YoY increase

1 BN

Total campaign views

7 BN+

Learned media impressions + 250% YoY increase

276 M

Total Performance Views (includes full VOD, livestream & 30s cutdown)​ +70% YoY increase