Pepsi has launched a new global campaign film ahead of the summer football season, bringing together leading players and icons to celebrate fan culture beyond the game. The film builds on Pepsi’s Football Nation platform, a multi-year initiative aimed at embedding football culture into everyday fan experiences.
It opens with David Beckham inviting fans to define the ‘rules’ of the game, setting the tone for a narrative driven by fan rituals, debates and shared passion. Featuring players such as Florian Wirtz, Lauren James, Vinícius Júnior, Alexia Putellas and Mohamed Salah, the film showcases a series of playful scenarios that highlight fan-led traditions, from matchday superstitions to debates around skill and loyalty.
As part of the campaign, Pepsi has also introduced a digital activation that allows fans to replace the word ‘soccer’ with ‘football’ across web content, reinforcing one of the campaign’s core themes. The brand is further extending the initiative onto Reddit, where fans can engage in discussions and define their own rules and rituals around the sport.
The campaign will be amplified across Pepsi’s global social channels, including X, Instagram, Facebook, TikTok and YouTube.
View this post on Instagram
Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, said, “Football has always gone beyond what happens on the pitch during the 90 minutes. It lives in conversations, rivalries, and traditions that bring fans together every day, across communities, markets and generations. Pepsi Football Nation celebrates that culture and the many ways fans experience the game beyond the match itself. For decades, Pepsi has been at the heart of the game; now, we’re honoring the shared experiences and ‘rules’ that unite fans worldwide.”
