Britvic, which handles production, sales and distribution of a raft of PepsiCo’s drinks brands in the UK and Ireland, confirmed today that the pair will utilise the tournament in its marketing later this year. Pepsi Max is the ‘official soft drink’ of the World Cup, which runs from 23 October to 27 November across England.

Gatorade, meanwhile, has secured ‘official sports drink’ status.

The pair have sales and marketing rights for the tournament and will be present on tickets backed by experiential and social media activity. Financial details were not disclosed.

“At Britvic, we pride ourselves on providing consumers with a wide choice of quality soft drinks to suit their tastes and different occasions,” said director of foodservice & licensed Adam Russell. “With this sponsorship, we’re delighted to be offering rugby league fans a selection of our … brands during a great tournament.”

This year’s Rugby League World Cup, which takes place every four years, sees the men’s, women’s and wheelchair tournaments take place simultaneously over the course of the month. All 61 matches will be aired on free-to-view TV.

Last month, Britvic reported a 6.3% dip in six-month sales, with the on-premise and ‘on-the-go’ channels struggling in the UK.

How soft drinks can make the most of the reopening on-premise and foodservice channels – Click here for Just Drinks comment