Pepsi MAX named official soft drinks partner of England men's and women's senior football teams

PepsiCo has announced a four-year partnership with The Football Association, making its Pepsi MAX brand the official soft drinks partner of both the England men's and women's senior football teams, representing a significant expansion of the beverage company's commercial footprint in English football.

Little Black Book reported that the deal arrives ahead of the FIFA World Cup 2026, with the men's senior team preparing for a summer of major international football, and will be activated through digital and social content, limited-edition Pepsi MAX packaging and immersive fan experiences throughout the season.

As part of the agreement, Pepsi MAX becomes a founding partner of a new FA initiative designed to support the growth of the women's game, creating additional opportunities for emerging talent and building a more sustainable pathway for future Lionesses, with full programme details to be announced later in the year.

James Gray, FA commercial director, said the organisation is incredibly excited to partner with a brand that truly understands fan culture and shares its ambition to elevate the experience of the game well beyond 90 minutes, adding that from backing the senior national teams to investing in the England pathway, this is a partnership built for impact.

Natalia Filippociants, general manager for international beverages at PepsiCo, said football has always been at the heart of Pepsi MAX, and that partnering with England ahead of a major summer tournament makes the deal even more special, with the brand excited to support the team and celebrate the fans behind them.

Access the full details of this landmark FA and Pepsi MAX sponsorship deal.