PepsiCo expands its sponsorship engagement in football with global EA Sports FC deal
July 12 – EA Sports FC, the rebranded FIFA-franchised video game but without FIFA, has moved into the game sponsorship area with a multi-year global deal with PepsiCo for three of its flagship brands – Pepsi, Gatorade, and Lay’s.
It is a significant move as it builds out a revenue stream and potential for an enhanced engagement platform that was closed under the FIFA agreement – where EA Sports took FIFA partners as part of the license.
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