GROWING THE WOMEN’S GAME THE RISE OF WOMEN’S FOOTBALL
tball is
BRAND VOICE
engaging a younger, more female, more family-focused audience – slightly different to those we reach via men’s football, but still highly relevant. We strongly believe that there will be more and more occasions where women’s football is the centrepiece of a big in-home watch party – and that’s where our social beverage and foods portfolio come into play. It’s easy to see why women’s football is growing in popularity. The players are accessible and relatable, and we’re starting to notice an increase in their star power and recognition too. Even the biggest matches are family- friendly, and there’s a great sense of fair play. There’s a fine balance to strike between keeping what makes the women’s game unique and really harnessing its commercial power – but we believe in the continued strong growth projections for its audience in years to come. PepsiCo has a long history of supporting women in sport, dating back to when we signed Mia
“Women’s foo just too big a part of how general football culture is evo lving to not invest in
ADAM WARNER, HEAD OF GLOBAL SPORTS & PARTNERSHIPS (PEPSICO)
“The growth of women’s football is a microcosm of an important change we’re seeing in society – elevating, celebrating and empowering women everywhere. And it means that women’s football is one of the biggest growth opportunities – if not the biggest – in sport for the foreseeable future. We believe PepsiCo can play a key role in promoting gender equality and boosting the growth of women’s football by rolling out initiatives across our brand portfolio, to drive engagement and conversation within the women’s game. It’s a smart thing to do – this is the way football is evolving and if we want our brands to continue to attach to and shape football culture, this is how to keep them relevant. And it can help us grow our business,
its future”
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Hamm in 1997 as our second-ever roster athlete after Michael Jordan. PepsiCo has been a proud sponsor of the UEFA Champions League since 2015, and in 2020, we became the first men’s partner to step into UEFA Women’s Champions League too. This multi-year deal across men’s and women’s football is now the company’s largest global platform, connecting people from all over the world through their passion for football.
We believe a sponsor like PepsiCo with mass awareness brands like Pepsi, Lay’s, Gatorade & a rich history in football can give an incredible platform and reach for Women’s football and footballers to continue to fuel the mainstream growth of the game – something fans see as an important role for sponsors to fulfil. We’re committed to the future of women’s football, bringing our influence and scale to shed light on it and support it globally.” n
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