Pepsi MAX signs four-year England deal as FA builds fan activations and women’s pathway push

Pepsi MAX has signed a new four-year partnership with the Football Association (FA) that makes the brand the official soft drinks partner of England’s senior men’s and women’s teams.The agreement is set to run across matchday and digital inventory, with the FA and PepsiCo positioning the deal around fan engagement and content-led activations ahead of a major summer tournament for the men’s side.James Gray, the FA’s commercial director, said: “We’re incredibly excited to partner with Pepsi Max, a brand that truly understands fan culture and shares our ambition to elevate the experience around the game far beyond the 90 minutes. "From backing our senior national teams to investing in the future of the England pathway, this is a partnership built for impact and together we can deliver bold, innovative moments that bring fans closer to England teams, on matchdays and well beyond.”As part of the package, Pepsi MAX will become a founding partner of a new FA initiative aimed at supporting the women’s game and strengthening the development pathway, with the programme focused on creating opportunities for emerging talent.Pepsi MAX’s launch activity includes a social film featuring England internationals Lauren James and Elliot Anderson alongside comedian Tom Davis, filmed at St George’s Park, as well as a multi-channel campaign spanning digital content, limited-edition packaging and fan experiences.Natalia Filippociants, general manager for international beverages at PepsiCo, said: “Football has always been at the heart of Pepsi MAX. "Partnering with England ahead of a major summer tournament makes this even more special. We’re excited to play our part in the journey – supporting the team and celebrating the fans who will be behind them every step of the way.”The partnership extends PepsiCo’s footprint in elite football, where the group has held long-term rights across UEFA properties and has used the category to anchor global campaigns and talent-led marketing.