Pepsi MAX has announced a new five-year partnership with the Scottish FA, becoming the official soft drinks partner of Scotland’s men’s and women’s national teams through to 30 July 2030.
The deal marks a significant step in the brand’s ambition to embed itself within Scottish football culture, with a focus on supporting both the national sides and the wider football ecosystem. As part of the agreement, Pepsi MAX has also secured pourage rights at Barclays Hampden, Scotland’s national stadium, giving the brand a prominent presence across international fixtures as well as major concerts and live events.
Building on more than 50 years of global football heritage – including long-standing associations with the UEFA Champions League and UEFA Women’s Euro – Pepsi MAX is positioning the partnership as an extension of its deep-rooted connection to the sport. The addition of Barclays Hampden to its portfolio further strengthens its platform to engage with Scottish fans, particularly the Tartan Army.
The campaign will launch with a hero film shot at Hampden, featuring comedian Ray Bradshaw introducing Pepsi MAX into the stadium alongside Scotland national team players. The creative aims to bring a distinctly Scottish tone to the brand’s established football platform.
Natalia Filippociants, SVP and General Manager, Europe Beverages at PepsiCo, said: “We’re incredibly excited to unveil Pepsi’s five-year partnership with the Scotland national teams ahead of an unmissable summer of sport – a collaboration that continues to strengthen our presence across both local and international football. We are committed to being at the heart of the Tartan Army’s journey through to 2030, making Pepsi MAX an unmissable part of Scottish football culture at Barclays Hampden and beyond.”
You Might Also Like:
Brendan Napier, Commercial Director at Scottish Football Marketing, added: “It goes without saying that, in Scotland, football is a way of life. In Pepsi MAX, we have a world-renowned partner who recognises that and speaks our language. We have a lot to look forward to with our national teams – from now through until 2030, and beyond. This partnership is built for impact, bringing supporters closer to the Scotland national teams through bold, innovative content and experiences.”
The partnership will be activated through a multi-channel campaign, offering fans exclusive content, behind-the-scenes access and entertainment-led experiences designed to deepen engagement with the national teams.
Fans can follow Pepsi across its social channels for updates on the Scottish FA partnership and upcoming campaign activity.
