PepsiCo Expands Multi-year Partnership with EA Sports

PepsiCo and EA have announced an expansion of their partnership, integrating Gatorade into EA Sports FC Mobile for the first time. This collaboration extends PepsiCo's existing presence in EA Sports FC, which began on console game platforms. Gatorade branding will now feature across in-game assets such as ad boards and virtual cooling equipment, alongside existing Pepsi product integrations. This move aligns with EA's growing focus on mobile platforms, particularly in regions where mobile gaming dominates, such as Asia and Latin America.

Adam Warner, PepsiCo’s VP of Global Sports and Entertainment Partnerships, emphasized that mobile is central to their strategy due to its accessibility and scale in emerging markets. This partnership capitalizes on sports' natural compatibility with the Gatorade brand, enhancing immersion without disrupting gameplay. EA has been strategically developing its ad-tech infrastructure, making it easier for brands to integrate seamlessly into games like EA Sports FC, where virtual stadium ads closely mimic real-world sports environments.

The partnership reflects a deliberate, incremental approach to brand integration. Initially focused on Pepsi in year one, the addition of Gatorade in year two showcases a methodical scaling strategy. By pacing the introduction of new brands, PepsiCo and EA aim to maintain authenticity and avoid alienating players, a concern in gaming's evolving advertising landscape. Looking forward, the duo plans to further extend their collaboration, leveraging EA’s platform for greater brand visibility while addressing the unique preferences of diverse gaming audiences.