PepsiCo’s first global sponsorship

In 2015 PepsiCo became a partner of the UEFA Champions League, with Fuse negotiating rights across six of the company’s portfolio brands. In the first season, we worked with over 100 PepsiCo markets leveraging the partnership across multiple channels, making it the first truly global sponsorship PepsiCo has ever executed. PepsiCo has seen strong evidence that the partnership is having a real impact on the business, helping to build brand perceptions and also drive short term sales.

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