Pepsi MAX and EA SPORTS join to create special edition aluminium cans with footballer images

A much-awaited partnership between Pepsi MAX and EA SPORTS FC is laying the foreground for the production of aluminium cans and PET bottles with a collaborative logo and footballer images. 

This Pepsi MAX and EA SPORTS FC alliance is to announce an exciting international campaign that coincides with the launch of the latest football game, EA SPORTS FC 24.

The campaign features three renowned footballers and includes an on-pack promotion, enabling fans to receive in-game rewards by purchasing select Pepsi MAX products.

The co-branded Pepsi MAX x EA SPORTS FC 24 cans and bottles, adorned with the image of football talent such as Vini Jr, Leah Williamson, and newly-appointed ambassador Son Heung-min, will be available in more than 20 markets worldwide, making it accessible to millions of fans.

Pepsi’s Senior Director of Global Marketing, Gustavo Reyna, claimed: “Teaming up with a revolutionary entertainment brand like EA SPORTS FC™ is a huge source of pride for Pepsi. Working with the biggest football stars and best gaming creators, we’ve used our history and expertise in sports entertainment to co-create a fan-first campaign deserving of the epic new EA SPORTS FC 24 game.”

Reyna also stated: “We’re excited to offer fans the Pepsi rewards. This is just the beginning of our journey in shaping the future of football fandom with EA SPORTS FC; there’s so much more to come over the duration of this partnership. Stay tuned!”

The Vice President of Brand at EA SPORTS FC, David Jackson, remarked: “As we kick off a new era of The World’s Game with the launch of EA SPORTS FC 24, we’re thrilled to team up with Pepsi to provide fans with Ultimate Team rewards that will enhance their in-game experience even further.”

“With our shared goal of driving fan-focused football and interactive experiences, this is just the start to a unique and engaging collaboration,” Jackson concluded.

From the 1970s, cans were being made from aluminium rather than steel and brands like Pepsi and Coca-Cola were keen on adopting the format, eyeing the sustainability quotient. Aluminium cans have the ability to be recycled without the risk of material loss as the metal can retain its original properties and is 100% recyclable. This helps in cost-cutting as beverage brands always foster a huge demand for aluminium cans. To learn more about the sustainability factor in aluminium cans, please have a look at AL Circle's specially curated industry report, Sustainability in the Global Aluminium Industry.