• by Erik Oster , April 2, 2024

 

PepsiCo is doubling down on its investment in soccer.

The company entered into a multiyear sponsorship agreement with the Leagues Cup for its Frito-Lay and Rockstar Energy brand families. The precise length of the agreement, and financial details, were not disclosed.

The move marks a continuation of the company’s existing investment in the sport. Frito-Lay has previously served as a sponsor for both the FIFA Men’s and Women’s FIFA World Cup, and created a “Taste of Greatness” campaign for the latter tournament last year. In addition to Frito-Lay’s U.S. lineup, the deal encompasses the Sabritas brand name which the company markets its snacks under in Mexico, as well as the Gamesa cookie brand owned by PepsiCo.

PepsiCo has plenty in store for soccer fans ahead of the Leagues Cup, which will occur between July 26 and August 25. This summer, Frito-Lay’s snack brands and Rockstar will target fans of both the MLS and Liga MX, through a campaign including exclusive packaging design, in-stadium experiences, and a promotional sweepstakes.

The sweepstakes kicks off on July 1 and will offer fans a chance to win tickets to Leagues Cup matches across the country, and a grand prize winner will be awarded travel and tickets to the 2024 Leagues Cup final. To participate in the sweepstakes, fans can scan QR codes on campaign displays across retailers nationwide, and will be able to find more information about the contest on social media channels for Lay’s and Rockstar Energy Drink.

Fabiola Torres, general manager and CMO of the energy category at PepsiCo noted that Rockstar Energy’s inclusion in the sponsorship agreement followed a “You Can Own Any Moment” campaign, adding that by serving as the tournament’s official energy drink, Rockstar would be deepening its connection to soccer fandom and “empowering a new generation to feel energized both mentally and physically,” suggesting the importance of connecting with younger consumers in pursuing the partnership.

Last year, the Leagues Cup expanded into a World Cup-style tournament featuring all teams from the MLS and Mexico’s Liga MX in a competition won by Inter Miami CF, thanks in no small part to global superstar Lionel Messi – who Frito-Lay partnered with on a campaign entitled “The Perfect Match” centered around the Union of European Football Associations’ (UEFA) Champions League (UCL) tournament.

 Comments made by PepsiCo CEO Ramon Laguarta during an investors call discussing the company’s Q4 earnings also may provide insight into the decision to include the Rockstar brand in the sponsorship. Responding to a question about how the company plans to address what the investor characterized as a “relative underperformer,” Laguarta said that Rockstar Zero and Rockstar Recover “will continue to be the focus” for the brand. “We've also been focusing on Hispanic consumers,” he added, noting, “we've seen an increase in the penetration of the brand with [the] Hispanic population."

In other Frito-Lay news, the brand line teamed up with toy and game-maker Hasbro for a new “Game Of Snacks” campaign which features a series of four new ads, limited-time specialty packaging, and an interactive web game offering the chance to win cash prizes.