England have agreed a new multi-year partnership with PepsiCo’s Pepsi MAX, which becomes the official soft drinks partner of the men’s and women’s senior national teams.
The four-year deal comes at a significant moment for supporters, with the men’s senior side preparing for a summer of major international football.
Under the agreement, England and Pepsi MAX aim to harness the energy and optimism of fans nationwide, creating experiences designed to bring supporters closer to the teams during the upcoming tournament and beyond.
As part of the partnership, Pepsi MAX will also become a founding partner of a new Football Association initiative focused on growing the women’s game. The programme is intended to create more opportunities for emerging talent and establish a sustainable pathway for future Lionesses.
The deal reflects England’s broader strategy of working with brands that understand fan culture and can help strengthen the connection between supporters and the national teams.
With an established presence in football, Pepsi MAX is expected to play a central role in enhancing both matchday and off-pitch experiences through fan activations, digital content and nationwide engagement.
To mark the launch, Pepsi MAX released a high-energy social media film featuring England internationals Lauren James and Elliot Anderson alongside comedian Tom Davis.
The film is set at St George’s Park, the home of England’s national teams, and highlights the bond 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 be activated through a multi-channel campaign, including digital and social initiatives, limited-edition packaging and immersive fan experiences throughout the season, with a particular focus on capturing supporter passion during the summer tournament.
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