Pre-game concerts are set to become a new fixture in European women’s football, thanks to a renewed sponsorship deal with PepsiCo starting next season. According to UEFA’s announcement on Tuesday, this five-year agreement extends through 2030 and includes performances at the Women’s Champions League finals and the 2029 European Championship.
The inspiration comes from the Men’s Champions League finals, where superstar acts such as Alicia Keys in 2016 at Milan’s San Siro and Dua Lipa in 2018 in Kyiv have delivered pre-match entertainment. The plan aims to build similar excitement in women’s football, starting from the quarterfinals onward in the Women’s Champions League’s upcoming seasons.
The 2024 revamp of the Women’s Champions League will align its structure with the league format used in the men’s tournament, culminating in the final being hosted at Norway’s national stadium in Oslo.
Previously, PepsiCo was well-known for sponsoring the high-profile Super Bowl halftime shows for ten years until the February 2022 game, which featured iconic performers like Dr. Dre, Snoop Dogg, Mary J Blige, Kendrick Lamar, Eminem, and 50 Cent. This demonstrates their extensive experience in combining sports with entertainment.
In addition to enhancing the entertainment aspect, PepsiCo’s ongoing relationship with UEFA is the first major deal confirmed for the period from 2025 to 2030, continuing its promotion of associated brands such as Lay’s and Gatorade. They have been the Men’s Champions League sponsors since 2015.
Moreover, the agreement covers sponsorship of UEFA’s other events, including the women’s under-19 and under-17 championships, the Women’s Futsal EURO, and the Together #WePlayStrong campaign. This campaign is focused on inspiring more girls and women to participate in football.
Interestingly, until 2018, the Women’s Champions League final was organized in the same city as the Men’s final, serving as preliminary to the main event. However, the women’s tournament has had an independent city and stage since 2019, marking its significance in the sport.