The Qatar Football Association (QFA) has announced a new partnership with the region’s largest food and beverage company, PepsiCo. As part of the deal, the brand is set to become the official beverage partner of both the Qatar National Football team and the Qatar National Under-23 Football team.
PepsiCo’s brands, Aquafina and Gatorade, will endorse Qatar national team players as the official beverage partner and will supply them with refreshing beverages to maintain performance and improve recovery, on both and off the field.
Gatorade will offer energy to Qatar’s football players during the FIFA World Cup 2022 and beyond. Meanwhile, on the other hand, Aquafina will help in providing players with optimal fluid intake.
Aamer Sheikh, CEO, of PepsiCo Middle East, said, “Qatar has the world’s most popular sport in the hearts and minds of people, now more than ever. This partnership with Qatar Football Association allows us to take PepsiCo’s long-standing relationship with great football to another level. Through the power of our brands, we’re not only providing access to our refreshing portfolio, but also celebrating local pride with the launch of an innovative new Pepsi Annabi grape cola in the team’s colors. As a longtime partner of the game, we look forward to offering hydration solutions, while bringing passionate fans exciting and engaging content, products, and experiences – taking them closer to the game they love.”
Mansoor Al Ansari, General Secretary, Qatar Football Association, commented, “We are delighted to partner with PepsiCo as part of a multi-faceted relationship that will unlock hydration solutions for our team and bring a new level of fan engagement to the Qatar community. PepsiCo is a highly respected and recognised brand throughout the region and globally, and to have them as our Official Beverage Partner, is an important piece of business in our long-term marketing objectives. We also want to thank the Pepsi team for encapsulating our team’s spirit and honouring local pride through the launch of their innovative Pepsi Annabi. We look forward to developing a strong relationship that will benefit our players, staff and fans through their exciting products and activation plans.”
To commemorate the collaboration, Pepsi has introduced a brand-new product innovation: Pepsi Annabi, a limited-edition grape cola. Pepsi is converting its legendary drink into the Qatar team’s colours and launching a new Grape flavour, which will provide an exhilarating burst of grape flavour with a sweet, crisp taste, capitalising on the exhilaration of the sport, the dedication of the QFA fans, and the hugely significant flamboyance of the game.
As part of the launch, the brand debuts a catchy twist on the QFA’s celebratory Annabi song, symbolising the region’s diverse and rich culture and welcoming everyone to applaud on the desire for local pride.
With its soothing ethereal glow beverages and the crunchiest flavor-packed snacks, PepsiCo has grown an inheritance of celebrating sports across the region and internationally.