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When PepsiCo ended its decade-long sponsorship of the Super Bowl Halftime Show last year, the food and beverage giant leaned into football’s global cousin soccer to make a cultural splash, taking its learnings from the halftime show to other parts of the world.
The UEFA Champions League (UCL) final, considered the biggest game in club football, was played in Istanbul earlier this month. The first-of-its-kind PepsiCo Kick Off Show featured Brazilian superstar Anitta and Burna Boy as headliners.
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