The Football Association (FA) has secured a multi-year commercial partnership with PepsiCo, naming Pepsi MAX as the soft drinks partner of both the England men’s national football team and the England women’s national football team.
The agreement strengthens the FA’s sponsorship portfolio at a time when commercial interest in international football continues to grow, driven by expanding global audiences, increasing digital engagement and the rising commercial value of the women’s game.
As part of the partnership, Pepsi MAX will receive integrated rights across England’s senior international fixtures, digital platforms and fan engagement programmes. The collaboration also includes involvement in selected grassroots and development initiatives, aligning the brand with the FA’s long-term strategy of strengthening participation pathways and enhancing supporter connection beyond matchday.
A central pillar of the agreement is investment into the women’s football ecosystem, with Pepsi MAX becoming a founding partner of an FA programme focused on broadening access, supporting player progression and strengthening the long-term talent pipeline within the women’s game.
James Grey, FA 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.”
Natalia Filippociants, general manager for International Beverages at PepsiCo, added, “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 launch campaign features England internationals including Lauren James and Elliot Anderson, reflecting a content-driven activation strategy focused on engaging younger audiences through culturally relevant storytelling and digital-first campaigns.
For PepsiCo, the partnership further expands its global football portfolio, complementing existing relationships across major competitions and clubs. For the FA, the agreement reinforces the commercial strength of England’s national teams, supported by consistent broadcast visibility, strong fan affinity and growing sponsor demand for integrated marketing platforms spanning both the men’s and women’s game.
With major international tournaments approaching, the collaboration is expected to deliver sustained brand exposure for Pepsi MAX across the international football calendar, while supporting the FA’s continued investment in fan engagement initiatives, grassroots participation and long-term player development structures.
