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PepsiCo-owned energy drink Rockstar is to sponsor both the UEFA Champions League and Women’s UEFA Champions League as part of a three-year partnership.
It’s the latest of the drink conglomerate’s brands to support the annual soccer competitions, which already involve Pepsi Max, Lays and Gatorade.
Rockstar, which was acquired in 2020, will see its brand promoted through sponsorship across Europe with in-store and digital communications alongside game ticket giveaways.
In a statement, Ruben Navarro Sanchez, senior marketing director of Rockstar Europe at PepsiCo, described the deal as “a huge moment” for the drink.
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