Global food and beverage corporation PepsiCo Inc. is overhauling its marketing strategy by consolidating its sports and entertainment partnership departments, which were previously managed separately by brand. With the 2026 FIFA World Cup approaching in North America, there are analyses that PepsiCo is accelerating its efforts to expand its influence in the soccer sector.
On the 6th (local time), according to Bloomberg News, PepsiCo will manage its major brands, including Pepsi, Gatorade, and RAY, as a single integrated department instead of operating them separately. In the new organization, work will be conducted on a sport-centric basis rather than brand units, and marketing personnel will focus on developing strategies for different leagues such as the National Football League (NFL), Major League Baseball (MLB), and college sports.
Brett O'Brien, who has been leading the restructuring as PepsiCo's first Chief Sports Officer (CSO) since last year, stated in an interview with Bloomberg, "The newly launched integrated marketing department will become the largest brand partnership organization in the world," adding, "It will encompass various content areas, such as music and gaming, in addition to sports."
However, this strategy by PepsiCo is not completely new. PepsiCo has been marketing based on partnerships with major North American sports leagues like the NFL and NBA, and recently implemented advertising campaigns combining music and sports. In April, the company chose rapper Kendrick Lamar as the model for Gatorade, conducting the largest campaign in its history with U.S. women’s basketball star Caitlin Clark, among others.
Following the reorganization, the primary marketing focus for PepsiCo is soccer. With the FIFA World Cup taking place in the United States, Canada, and Mexico in 2026, and the Women's World Cup in Brazil in 2027, the goal is to attract a fan base in the U.S. that is less familiar with soccer. PepsiCo plans to participate as a global official sponsor for both tournaments through its subsidiary Frito-Lay and is preparing large-scale campaigns featuring its popular snack brands, Doritos and Cheetos.
This restructuring is interpreted as PepsiCo's strategy to respond to changing consumer demand and uncertainty in the global market. With growing concerns about economic slowdown, as consumers reduce expenditure and turn their attention to healthier food and beverage options, PepsiCo found itself in a disadvantageous situation regarding revenue. Ultimately, in April, PepsiCo revised its annual revenue forecast downward, citing rising raw material prices, uncertain U.S. trade policies, and tariff burdens as reasons.
Through this strategic shift, PepsiCo aims to establish a multi-layered marketing structure that encompasses sports, music, and social media (SNS), thereby enhancing its global competitiveness beyond immediate sales increases. O'Brien, the CSO, expressed, "Investment in this area (soccer) will be the driving force for PepsiCo's growth."