Pepsi Grabs Pouring Rights

A competitive play.

After years of falling short on marketshare within the US Soccer space, due to its competitors partnership at the league level, PepsiCo entered into a strategic sponsorship with LAFC in 2020 offering a new opportunity to leverage Los Angeles and the soccer community to capitalize on the Hispanic audience in one of the companies fastest growing territories. Pepsi understood the opportunity and launched the partnership with the first ever canned CSD available in market, integrating its key retailers, along with the Club’s grocer partner - providing a collectible item and scalable way to announce its partnership in retail.

The sponsorship included entitlement rights to one of the Club’s plaza areas, experiential activations, OOH media, pouring rights within the Clubs' venue (BMO Stadium) along with exclusivities across the CSD, water and energy categories - providing a key ability for PepsiCo to establish its prominence across its larger portfolio of products for all events in the venue.