Pepsi MAX® and EA SPORTS FC™ have revealed details of an epic international campaign that will elevate gamers’ experiences of the hotly anticipated new football game, EA SPORTS FC™ 24. The partnership is fronted by three world-class footballers, consisting of an on-pack promotion that allows fans to receive in-game rewards by simply purchasing participating Pepsi MAX products.
With EA SPORTS FC™ 24 now available to purchase across the globe, the two entertainment powerhouses, Pepsi MAX and EA SPORTS FC™, are collectively on a mission to help fans get more from their gaming experience. Available in more than 20 markets around the world, the carbonated soft-drink brand will be releasing hundreds of millions of co-branded Pepsi MAX x EA SPORTS FC™ 24 cans and bottles, each emblazoned with a Pepsi MAX football talent; Vini Jr, Leah Williamson, and newly-announced ambassador Son Heung-min.
By purchasing a promotional Pepsi MAX can or bottle, fans will be able to redeem EA SPORTS FC™ 24 Ultimate Team™ in-game rewards, including one Ultimate Team™ 75+ rated untradeable gold item, enabling players to build formidable player line-ups within the new game. The cans and bottles also provide access to slick vanity rewards including Pepsi football kits, attractive stadium designs and TIFO’s – all redeemable via gaming console* or PC.
To further celebrate the campaign, Pepsi MAX has launched an exciting new film starring Vini Jr across digital and social media to show fans why Pepsi MAX is the perfect partner to help sate the thirst of the new era of football fans. The spot shows the Brazilian baller taking shots against goal before the ball slams against a Pepsi vending machine, releasing several limited-edition Pepsi MAX x EA SPORTS FC™ 24 cans and Vini’s subsequent EA SPORTS FC™ 24 rewards. The film effortlessly transitions to Vini’s in-game avatar scoring a sensational goal in EA SPORTS FC™ 24 with the footage culminating with the winger celebrating the strike against a friend from the comfort of his own home – a scene many EA SPORTS FC™ 24 gamers can relate too!
Gustavo Reyna, Pepsi’s Senior Director of Global Marketing, commented: “Teaming up with a revolutionary entertainment brand like EA SPORTS FC™ is a huge source of pride for Pepsi. Working with the biggest football stars and best gaming creators, we’ve used our history and expertise in sports-entertainment to co-create a fan-first campaign deserving of the epic new EA SPORTS FC™ 24 game. We’re excited to offer fans the Pepsi rewards. This is just the beginning of our journey in shaping the future of football fandom with EA SPORTS FC™; there’s so much more to come over the duration of this partnership. Stay tuned!”
David Jackson, Vice President of Brand at EA SPORTS FC™, added: “As we kick off a new era of The World’s Game with the launch of EA SPORTS FC™ 24, we’re thrilled to team up with Pepsi to provide fans with Ultimate Team rewards that will enhance their in-game experience even further. With our shared goal of driving fan-focused football and interactive experiences, this is just the start to a unique and engaging collaboration.”
With a unique placement at the heart of sport and entertainment, and boasting a rich track record of working with the biggest stars and platforms in this space, this campaign is Pepsi MAX’s latest activity under its global ‘Thirsty For More’ platform that aims to provide innovative, exhilarating moments for modern-day fans around the world.
Additional player integrations and activations will be revealed soon; fans can stay updated and join the conversation by following @PepsiGlobal on Instagram and TikTok. #ThirstyForMore
*PlayStation®5, PlayStation®4, Xbox Series X|S, Xbox One or PC via EA app, Steam or Epic. Offer is not available on Nintendo Switch™.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complimentary beverage and convenient foods portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that puts sustainability and human capital at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for the planet and people. For more information, visit www.pepsico.com, and follow on Twitter, Instagram, Facebook, and LinkedIn @PepsiCo.
About Electronic Arts
Electronic Arts (NASDAQ: EA) is a global leader in digital interactive entertainment. The Company develops and delivers games, content and online services for Internet-connected consoles, mobile devices and personal computers.
In fiscal year 2023, EA posted GAAP net revenue of approximately $7.4 billion. Headquartered in Redwood City, California, EA is recognized for a portfolio of critically acclaimed, high-quality brands such as EA SPORTS FC™, Battlefield™, Apex Legends™, The Sims™, Madden NFL, Need for Speed™, Titanfall™, Plants vs. Zombies™ and F1®. More information about EA is available at www.ea.com/news.
EA, EA SPORTS, EA SPORTS FC, Battlefield, Need for Speed, Apex Legends, The Sims, Titanfall and Plants vs. Zombies are trademarks of Electronic Arts Inc. John Madden, NFL, FIFA and F1 are the property of their respective owners and used with permission.
