In 2015 PepsiCo became a partner of the UEFA Champions League (UCL), with rights across six of their portfolio brands (Pepsi, Lay͛s, Gatorade, Doritos, Lipton, 7Up). With a focused strategy to achieve their core objective of owning the social consumption moment in a competitive category, PepsiCo͛s #GameReady was born. Over 100 markets leveraged the asset across multiple channels, making it the first truly global sponsorship PepsiCo has ever executed. After the first season, PepsiCo has seen strong evidence that the partnership is having a real impact on the business, helping to build brand perceptions and drive short term sales.
