PepsiCo Continues Investment In Asian Football Sponsorship Market

PepsiCo has become the latest gold partner for the Roshn Saudi League (RSL) for the current season and the upcoming 2024/25 season.?

This all-encompassing partnership sees PepsiCo’s flagship products as the Official Water Partner (Aquafina), Official Soft Drinks Partner (Pepsi), Official Sports Drink Partner (Gatorade), and Official Potato Chips Partner (Lays), dominating the match-day offerings for fans.

The collaboration between the RSL and PepsiCo hopes to increase fan engagement, with both entities committing to a series of activations and events on match day to ramp up the match experience.

Following the announcement, Carlo Nohra, Chief Operating Officer at the Saudi Pro League,?said,?“We are delighted to welcome PepsiCo into the RSL family as a gold partner. This partnership aligns with our mission to offer fans innovative and engaging experiences. PepsiCo’s commitment to football and its global reputation for quality will undoubtedly enhance our league’s appeal and the overall fan experience.”

Aamer Sheikh,?Chief Executive Officer – PepsiCo?Middle East Business Unit,?added,?“We are thrilled to join hands with The Roshn Saudi League as Gold Sponsors for the season. This partnership signifies a shared commitment of excellence, passion, and the pursuit of victory.”

“Just as football unites fans around the world, PepsiCo’s iconic brands continue to bring people together to celebrate moments that matter. Together, we aim to elevate the beautiful game to new heights, delivering unforgettable experiences for fans and fostering a legacy of greatness. Cheers to a winning partnership on and off the field!”

According to ASN data, ?PepsiCo has a mere 0.1% share, spending slightly above US$4.1m in the football sponsorship market across Asia since Q221. However, the forecasted spends for Q124 is poised to hit US$499k, this is almost 1.5x of the average quarterly investment of almost US$345k.

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This article was first published in ASN's February 2024 no. 2 newswire.