Wembley Stadium connected by EE has announced a new multi-year partnership with PepsiCo, making the global food and beverage giant the stadium’s Official Carbonated Soft Drinks & Crisps Partner until 2030.
The deal will see PepsiCo’s drinks and snack portfolio — including Pepsi MAX, Walkers, Doritos, and Cheetos — served throughout England’s national stadium, covering a wide range of sporting, music, and entertainment eventshosted at the venue. Sugar-free and healthier options will also be prioritized as part of the collaboration, aligning with PepsiCo’s push toward zero-sugar innovation and sustainability.
A First for PepsiCo in the UK
This marks PepsiCo’s first-ever national stadium partnership in the UK, a major step for the brand as it looks to strengthen its footprint across sport and live entertainment. With Wembley recognized globally as a cultural landmark, PepsiCo gains unparalleled visibility and a direct line to millions of fans attending events at the stadium every year.
Mark Lynch, stadium director at Wembley, emphasized the impact of the deal:
“This is another exciting announcement for Wembley Stadium, which demonstrates our commitment to elevating fan experience. More choice, more quality and more fan-favorite products. The Pepsi brand is recognized worldwide, making them the perfect fit for Wembley Stadium.”
Adam Warner, vice president of global sports & entertainment partnerships at PepsiCo, added:
“This collaboration brings our much-loved food & drink portfolio together with music and football under the most iconic roof in the UK. We are excited to create memorable moments for fans while strengthening both brands.”
Why It Matters
Wembley already serves as a global stage, hosting everything from England internationals and FA Cup finals to sold-out concerts and international sporting spectacles. The PepsiCo partnership represents a strategic fusion of sports, entertainment, and lifestyle marketing:
- Elevated fan experience: Wider product range, including sugar-free and sustainable options, tailored to today’s more health-conscious audiences.
- Brand alignment: PepsiCo’s global heritage in football and music fits naturally with Wembley’s dual role as a sporting and entertainment hub.
- Long-term play: A deal running until 2030 reflects confidence in the commercial power of live events and their role in driving cultural influence.
365247 Take
This deal highlights a growing trend: stadium partnerships are no longer just about visibility — they’re about experience creation. For brands, the future lies in embedding themselves into every stage of the fan journey, from what people eat and drink to how they engage digitally before and after events.
For other FMCG and lifestyle brands, the Wembley-PepsiCo deal underscores the following opportunities:
- Integrate purpose with product: Healthier choices and sustainability now resonate as strongly as taste and tradition.
- Think beyond logos: Activations, digital extensions, and co-branded experiences will define how fans remember a partnership.
- Commit long-term: Deals that extend across multiple event cycles allow brands to build cultural capital, not just awareness.
- Final Word
With this agreement, PepsiCo isn’t just supplying products — it’s embedding itself into the fan experience at one of the most iconic venues in world sport.
As live events continue to be the ultimate stage for brands, the message is clear: the future of sponsorship lies in meaningful, immersive, and sustained fan engagement.
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