Pepsi® and Rockstar Energy
Drink® are Prioritising Ease-of-Use Sustainability
Solutions; Fans Who Make Positive Change Will Have the Chance to
Win Tickets to Next Year's Final
PURCHASE, N.Y., May 22, 2024 /PRNewswire/ -- As thousands of
football fans descend on Wembley, England to celebrate the culmination of a
thrilling season, PepsiCo and UEFA (Union of European Football
Association) are implementing a series of on-site sustainable
programs to minimize the environmental impact of the match.
Pepsi® and Rockstar Energy
Drink® will lead the PepsiCo line up in engaging
fans to help create positive change and rewarding them through
prizes and experiences along the way. These efforts support the
collective goal of making the UEFA Champions League Final zero
waste to landfill by 2026.
Pepsi Reuse & Reward Program at Champions Festival
locations
Pepsi is proud to be a part of this year's UEFA Champions
Festival – a public celebration across London that will offer great concessions, live
entertainment and immersive experiences to thousands of fans
before, during and after the match. To help reduce packaging waste
produced at the Festival, four of the five UEFA Champions Festival
locations – Trafalgar Square, Potters Fields Park, Regent Street,
and Somerset House – will have dedicated Pepsi recycling
infrastructure for fans to return their cups and recycle their
cans, along with a roaming Pepsi team to assist and encourage fans
to dispose of their packaging appropriately.
At the Potters Fields Park location, all Pepsi fountain drinks
will be served in reusable cups through a new partnership with
reusable cup provider, Event Cup Solutions. Two of the UEFA
Champions Festival sites, Trafalgar Square and Potters Fields Park,
will feature gamified experiences that reward fans who return their
reusable cups or cans (cups only at Potters Field Park) to
the Pepsi branded vending machines.
Fans at Trafalgar Square and Potters Fields Park are invited to
participate by:
- Buying a beverage in a reusable cup or can (depending on
location).
- Returning the cup or can to the Pepsi branded vending machine
on site.
- Playing a digital gamified experience to score special prizes,
including custom UEFA Champions League merchandise and UEFA
Champions League match balls, with one grand prize winner receiving
a trip to next year's final at Munich Stadium.
Additionally, fans can find a voting bin activation at Potters
Fields Park, encouraging them to vote for their favourite UEFA
Champions League Final team after they have returned their cup.
The above initiatives speak to research uncovered from PepsiCo's
2023 Recycling in Action Study, which found that a lack of
understanding and incentive creates inaction. This year, PepsiCo is
proud to pilot sustainability efforts that prioritise ease-of-use
solutions making it simple, fun and engaging for fans who can win
exciting rewards.
Rockstar Energy Brings the Power at The Friday Night
Show with Kinetic Dance Floor
To give fans the unparalleled and unmissable music experiences
they crave, Rockstar Energy is bringing back the Friday Night Show
on May 31. For the first time, the
brand is partnering with UK technology start-up Pavegen to install
an energy-generating, kinetic dance floor at the highly anticipated
Rudimental show in Trafalgar Square. The interactive brand
experience converts attendees into active participants, as the
energy they generate will help power Rudimental's microphone
and DJ booth. As concertgoers move across the Pavegen dance floor,
the weight from their footsteps will cause the generators to
vertically displace in order to generate electricity.
The one-of-a-kind concert will unite football fans and music
lovers alike for one unforgettable night. Following the show,
Rockstar Energy Drink will continue its partnership with Pavegen
into the future as the kinetic energy dance floor will be
repurposed for further use, together sustainably fuelling and
powering a summer of music experiences.
"What better way to inspire individual engagement in simple
sustainable practices – at a mass scale – than at the most popular
and prestigious football final in the world? Our sustainability
efforts at the UEFA Champions League this year are designed to
educate, motivate and reward fans to make positive change in simple
ways through Pepsi and Rockstar Energy-led experiences that add to
the fun. What we learn will be used to help us create engaging
sustainable experiences that can be adopted by large-scale sporting
events around the world," said Mark
Kirkham, PepsiCo's Chief Marketing Officer, International
Beverages.
"It is fantastic to see PepsiCo leveraging the UEFA Champions
League final to engage fans in sustainable practices at various
touchpoints of the event. Collaboration with PepsiCo allows us to
make positive strides towards goals set out in UEFA's Football
Sustainability Strategy 2030, and our hope is that the work we are
doing with PepsiCo inspires football fans and brands alike to use
the power of football and its fans to drive important societal
change," said Guillaume Sabran,
UEFA Head of Sponsorship and Licensing.
The sustainability efforts at this year's UEFA Champions League
Final continue to work towards PepsiCo's strategic end-to-end
transformation PepsiCo Positive (pep+), which puts sustainability
at the center of how PepsiCo creates value and growth. 2024 marks PepsiCo's ninth year as a UEFA
partner, and the first year of PepsiCo's renewed sponsorship of
UEFA Champions League for the 2024–2027 cycle.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one
billion times a day in more than 200 countries and territories
around the world. PepsiCo (NASDAQ: PEP) generated more
than $91 billion in net revenue in 2023, driven by a
complementary beverage and convenient foods portfolio that includes
Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew,
Quaker, and SodaStream. PepsiCo's product portfolio includes a wide
range of enjoyable foods and beverages, including many iconic
brands that generate more than $1 billion each in
estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Beverages and Convenient Foods by Winning with pep+ (PepsiCo
Positive). pep+ is our strategic end-to-end transformation that
puts sustainability and human capital at the center of how we will
create value and growth by operating within planetary boundaries
and inspiring positive change for planet and people. For more
information, visit www.pepsico.com, and follow
on X
(Twitter), Instagram, Facebook,
and LinkedIn @PepsiCo.
About UEFA
UEFA is the governing body of European football and a
not-for-profit organisation which supports and ensures the world's
most popular sport continues to thrive at all levels across its 55
member associations. As part of its commitment, UEFA invests 97% of
its revenue in football-related activities, projects and
initiatives that ensure the continued development of the men's and
women's professional game as well as youth, grassroots and
futsal.
Visit UEFA.com for more information about the organization, its
numerous activities, programs and campaigns, and follow UEFA on
Facebook, Instagram, LinkedIn and X (Twitter).
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