EA Lands Global Partnership with PepsiCo for EA Sports FC

PepsiCo struck a multi-year global partnership with EA Sports.

According to PRNewsWire, PepsiCo's flagship brands such as Pepsi, Gatorade, and Lay's are now the new partners of EA Sports FC.

"The strategic agreement will see both parties collaborate to deliver gaming experiences that create moments of joy for modern football fans, and it allows PepsiCo to further develop its rich heritage within the football entertainment space," PepsiCo wrote in a statement.

PepsiCo's Role in EA Sports FC

Both companies will collaborate to feature PepsiCo's global ambassadors such as Vini Jr (Brazil and Real Madrid) and Lead Williamson (England and Arsenal).

The ambassadors are expected to be in the upcoming activations like entertainment crossovers, in-game integrations, and on-pack promotions.

PepsiCo also added, "The partnership will also provide a platform to further collaborate on existing PepsiCo initiatives, encouraging participation in football and gender equality in the sport."

Read Also: EA Sports Announces UFC 5 With Full Reveal in September

EA Sports Splits With FIFA

EA Sports and FIFA has reportedly ended their 30-year partnership last May.

There were no reports on why the companies have split but some were quick to guess that EA Sports wanted more freedom that they could not do with FIFA on the side.

The EA Sports FC and PepsiCo partnership did not disclosed the exact duration of the partnership.

"There's a very mutual opportunity here, we realised when we first sat down with [EA] properly 6-12 months ago, to broaden each other's reach from an audience perspective," PepsiCo's head of global sports and partnership, Adam Warner shared on Esports Insider.