Friday, September 22, 2023

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    How PepsiCo’s partnership with EA highlights the brand’s expanding approach to gaming

    On Tuesday, PepsiCo announced a global partnership with EA Sports centered around “EA Sports FC,” the wildly popular football game series formerly known as “FIFA.”

    The deal involves three of PepsiCo’s flagship brands — Pepsi, Gatorade and Lay’s — and will run for several years, although PepsiCo head of global sports and partnerships Adam Warner declined to specify the deal’s exact duration or financial value.

    “This is a true partnership; this is very much anchored in us creating mutual value for each others’ businesses and brands,” Warner said. “If you think about what we can do for each other, in terms of broadening audience reach and deepening fan engagement, we both think we bring some pretty unique value to each other in that space.”

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