The world of European women’s soccer is about to get louder, brighter, and more spectacular. Starting next season, pre-game concerts will become a staple at the UEFA Women’s Champions League finals, thanks to a renewed five-year partnership between UEFA and global beverage powerhouse PepsiCo.
Announced on Tuesday, the agreement will see PepsiCo remain a key sponsor through 2030 and take on a larger role in shaping the fan experience, including live musical performances before the biggest matches in the women’s game. These concerts will debut alongside the newly revamped Women’s Champions League format, which mirrors the men’s league-style group stage introduced this season.
“Beyond the finals, Pepsi will bring immersive entertainment to every UEFA Women’s Champions League knockout round from the quarterfinal onward,” UEFA said in a statement, underlining the scope of the deal.
From Super Bowl to San Siro, and Now Oslo
PepsiCo is no stranger to the fusion of sports and music. The brand famously sponsored the Super Bowl halftime show for a decade, delivering blockbuster performances from global stars like Dr. Dre, Eminem, and Beyoncé. In European football, it helped launch the concept of Champions League final concerts, starting with Alicia Keys in 2016 and followed by stars like Dua Lipa in 2018.
Now, those same show-stopping vibes will energize women’s football. The 2025 Women’s Champions League final in Oslo will be the first to feature a pre-match concert under this new initiative.
A First for Women’s Football Sponsorship
The PepsiCo deal marks a milestone in women’s sports sponsorship. It is the first top-tier renewal UEFA has confirmed for the 2025–2030 commercial cycle, showing the growing market value of the women’s game. The partnership will also promote household PepsiCo brands such as Lay’s and Gatorade.
In addition to the Women’s Champions League, the sponsorship extends to the UEFA European Women’s Under-19 and Under-17 Championships, the UEFA Women’s Futsal EURO, and the Together #WePlayStrong initiative — UEFA’s flagship campaign to increase participation among girls and young women.
Bigger Stage, Bigger Spotlight
The Women’s Champions League final has evolved significantly over the years. Until 2018, it was held in the same city as the men’s final as a secondary event. Since 2019, it has earned its own stage, its own city, and now, with the addition of pre-game concerts, its own marquee entertainment draw.
UEFA and PepsiCo hope these efforts will not only attract new fans to the women’s game but also elevate the entire matchday experience to the level of its male counterpart.
With the global rise in popularity of women’s football, this latest move signals a new era — where the action off the pitch is just as exciting as what happens on it.