PepsiCo runs a football academy in Egypt

PepsiCo runs a football academy in Egypt

A new PepsiCo venture is aiming to boost levels of interest in football in the Middle East and India.

The company has signed a one-year partnership with the Asian Football Development Project (AFDP) to encourage young people and women into the sport, PepsiCo said this week. The initiative will cover about 40 Asian countries, with a focus on the Middle East and India, the company said.

PepsiCo's Asia, Middle East & Africa CEO, Saad Abdul-Latif, said: “This partnership will support youth football programmes in the Middle East and India at a grassroots level. The benefits of organised, competitive sports to young people cannot be overstated.”

The AFDP was set up by Prince Ali Bin Al Hussein of Jordan.

Prince Hussein said: “We at AFDP very much admire PepsiCo’s long-standing commitment to empowering women especially in the Middle East and India where there are many challenges to overcome and stereotypes to break.”

PepsiCo already sponsors a football academy in Egypt in partnership with the education ministry, the company said.

In November, PepsiCo announced a US$72m sponsorship deal with cricket's Indian Premier League (IPL) over five years.