PepsiCo is set to sweat the sports star tie-ups for its Gatorade brand in a new global marketing activation.
‘The Greatest Never Settle’, announced today, will run in the sports drink’s key markets and piggy-back the group’s sponsorship arrangement with the UEFA Champions League soccer competition. Centring around a film featuring soccer players Lionel Messi and Gabriel Jesus as well as tennis champion Serena Williams, the campaign will also include digital content under the banner ‘Fuelling Greatness’.
The push will also highlight Gatorade’s Sports Science Institute and its partnerships with soccer clubs Barcelona and Manchester City.
Financial details were not disclosed.
Late last year, PepsiCo secured a further extension to its sponsorship of the season-long Champions League. The three-year addition, to the end of the 2023-24 season, will see brand Pepsi, Pepsi Max, Lipton and 7Up joined for the first time by the group’s SodaStream home carbonation platform in fronting related marketing. SodaStream replaced Gatorade as one of the company’s headline drinks brands in the agreement.