Pepsi has launched its ‘Football Nation’ campaign, bringing together global football players and cultural figures in a new brand film focused on fan rituals and community-driven narratives.
The campaign has featured footballers including David Beckham, Mohamed Salah, Vinícius Júnior, Lauren James, Alexia Putellas and Florian Wirtz, along with a cameo from Gordon Ramsay.
The brand film has centred on fan culture, highlighting traditions, chants, and everyday rituals associated with football beyond match time. It has portrayed scenarios where fans define the “rules” of the game, with narratives spanning informal settings, academic environments, and fictional storylines.
The campaign has been built on the ‘Football Nation’ platform, a global initiative aimed at extending football culture into daily life. It has drawn from fan conversations and behaviours that shape how the sport is experienced across markets.
As part of the rollout, the brand has introduced a browser extension aligned with one of the campaign’s themes, replacing the term “soccer” with “football” across web pages. It has also initiated fan engagement on Reddit to encourage discussions and user-generated interpretations of football rituals.
The campaign film has been released across digital platforms including social media channels and video-sharing platforms.
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Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, says: “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.”
Mohamed Salah: “Fans are what makes the beautiful game great, so having a world where they write the rules just feels right. Love being part of the Pepsi Football Nation and celebrate football’s rituals.”
Vini Jr.: “For me, football is about joy and expression, so joining the Pepsi squad to celebrate the game’s culture and passion was easy. I regret not asking the fans sooner!”
Lauren James: “I’ve always had my own approach big games, whether playing or watching. So to see all these football culture quirks come together in one campaign was great.”
Alexia Putellas: “There’s something special about football culture beyond the pitch. Rituals that are shared by players and fans. I jumped at the chance to help Pepsi bring those traditions centre stage.”
Florian Wirtz: “Football is so much more than a game. There’s passion, there’s debate, there’s traditions. So, it was fun to tell the rules that fans live by every day.”
