Scottish FA signs five-year Pepsi MAX deal
The Scottish FA has signed a five-year deal with PepsiCo that makes Pepsi MAX the official soft drinks partner of Scotland’s men’s and women’s national teams and secures pouring rights at Hampden.
The Scottish FA has agreed a new five-year partnership with PepsiCo that makes Pepsi MAX the official soft drinks partner of the Scotland men’s and women’s national teams.The agreement runs until the end of July 2030 and includes pourage rights at Barclays Hampden, giving Pepsi MAX inventory that extends beyond football into the venue’s broader programme of major events.The partnership is structured to deliver consistent visibility around national team windows while also creating a matchday route to trial and repeat purchase, which remains a core objective for beverage sponsors.Brendan Napier, commercial director at Scottish Football Marketing, said: “It goes without saying that, in Scotland, football is a way of life. In Pepsi MAX, we have a world-renowned partner who recognises that and speaks our language.“We have a lot to look forward to with our national teams from now until 2030, and beyond. This partnership is built for impact. Bringing supporters closer to the Scotland national teams through bold, innovative content and experiences.”PepsiCo positioned the deal as a continuation of its football footprint, building on decades of association with global properties including the UEFA Champions League and UEFA Women’s EURO.Natalia Filippociants, general manager, international beverages at PepsiCo, said: “We’re incredibly excited to unveil Pepsi’s five-year partnership with the Scotland national teams ahead of an unmissable summer of sport, a collaboration that continues to strengthen our presence across both local and international football.“We are committed to being at the heart of the Tartan Army’s journey through to 2030, making Pepsi MAX an unmissable part of Scottish football culture at Barclays Hampden and beyond.”Activation has already started via a promotional film built around national team personalities, featuring comedian Ray Bradshaw delivering Pepsi MAX to the national team stadium.Men’s head coach Steve Clarke, men’s captain Andy Robertson and women’s striker Kathleen McGovern also appear, signalling a campaign approach that leans on recognisable faces and content-led reach rather than stadium branding alone.The next steps are the Scottish FA and Pepsi MAX outlining in-stadium roll-out at Hampden and confirming the first wave of fan-facing content and experiences across upcoming Scotland fixtures and event dates.