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As the kick-off of the FIFA World Cup 2026 in North America looms large, brands are firing up their campaigns to capitalise on the global sporting extravaganza. This includes some who are not ‘official’ partners and sponsors of the tournament.
Pepsi is one such example. Arch-rival Coca-Cola is an official World Cup sponsor, but that hasn’t stopped Pepsi from unveiling a new soccer-themed campaign that features football stars past and present from the US, England, Mexico and Brazil to draw attention to its brand.
The company is, however, an official partner of the EUFA Champions League tournament, so Pepsi launched its campaign, called ‘Food Deserves Pepsi’, just ahead of the Champions League 2026 final, which was played in Budapest, Hungary last Saturday (30 May).
It will continue to air throughout the Northern Hemisphere summer, when the World Cup is being played.
Pairing of food with Pepsi enhances the experience
Two 30-second advertising spots focus on fans eating food like chicken wings and tacos (a traditional Mexican dish eaten by hand) while drinking Pepsi. The inference is that the pairing of food with Pepsi enhances the soccer-viewing experience.
The stars of the campaign are former England soccer captain David Beckham, Mexican national team goalkeeper Memo Ochoa, USA international Christian Pulisic, and Brazilian winger Vinícius Júnior.
“From wings and tacos to family recipes passed down for generations, food is at the centre of how fans gather, host and experience the game – and Pepsi is what elevates every bite,” Pepsi explains in a statement.
Comments Gustavo Reyna, Vice President of Marketing, Pepsi: “We’re excited to team up with some of soccer’s biggest stars to show that Pepsi belongs wherever great food is being enjoyed – because if you’re not serving Pepsi, you’re leaving taste on the table.”
You can watch one of the new Pepsi advertisements here.
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