PepsiCo is expanding their partnership with EA Sports. On Tuesday, the food and beverage corporation signed a multi-year global partnership with the video game company to “deliver fan-forward gaming experiences,” including exclusive experiences and in-game rewards. PepsiCo’s flagship brands Gatorade, Lay’s, and Pepsi will all become partners of EA Sports Fc, the brand’s soccer video game and soccer stars including Vini Jr and Leah Williamson, who are already brand ambassadors for the CPG brand, will be part of the partnership’s marketing campaigns including in-game integrations. YPulse research shows that video games influence young consumers’ behavior beyond the console, so this partnership will likely be a hit amongst Gen Z and Millennials. (Marketing Dive)
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