England signs multi-year partnership with Pepsi MAX

The FA has agreed a new four-year partnership with PepsiCo’s Pepsi MAX®, which becomes the official soft drinks partner of the England men’s and women’s senior teams. 
 
The partnership comes at an exciting moment for England supporters, with the men’s senior team preparing for a summer of major international football. 
 
Together, England and Pepsi MAX will look to capture the energy and optimism of fans across the nation, creating moments that bring supporters closer to the teams throughout the tournament to come and beyond.  
 
As part of the agreement, Pepsi MAX will become a founding partner of a new FA initiative designed to harness the buzz of the women’s game. The programme will create more opportunities for emerging talent and help build a sustainable pathway for future Lionesses. 
 
The partnership reflects England’s commitment to working with brands that understand the importance of fan culture and bringing supporters closer to the teams.
 
With a long-standing heritage in football, Pepsi MAX will play a key role in elevating matchday and off-pitch experiences, through engaging content, fan activations and shared celebrations across the country. 

To mark the launch, Pepsi MAX has released a high-energy social film featuring England internationals Lauren James and Elliot Anderson alongside comedian Tom Davis.

The film takes place at St. George’s Park, the home of England’s national teams, celebrating the connection between players, staff and supporters. 
 
James Gray, FA commercial director, said:  “We’re incredibly excited to partner with Pepsi Max, a brand that truly understands fan culture and shares our ambition to elevate the experience around the game far beyond the 90 minutes.

“From backing our senior national teams to investing in the future of the England pathway, this is a partnership built for impact and together we can deliver bold, innovative moments that bring fans closer to England teams, on matchdays and well beyond.”  
 
Natalia Filippociants, general manager for International Beverages at PepsiCo, added: “Football has always been at the heart of Pepsi MAX. Partnering with England ahead of a major summer tournament makes this even more special. We’re excited to play our part in the journey—supporting the team and celebrating the fans who will be behind them every step of the way.” 

The partnership will come to life through a multi-channel campaign, including digital and social activations, limited-edition packaging, and immersive fan experiences throughout the season, with a particular focus on capturing the passion and rituals of fans during the summer tournament.