PEPSI Levels Up EA Sports FC 26 Partnership With David Beckham, Lauren James

Every generation has its game, and PEPSI always finds a way to join the match. This time, the field is digital.

Football and gaming collide once again as the soda giant kicks off its third year of partnership with EA Sports FC 26.

"The Ultimate Silverware" campaign is fronted by two generations of football royalty, David Beckham and Lauren James.

It links heritage and youth in a story that blends digital fandom with the spirit of the game.

The launch film opens with Beckham polishing mementos from his career before video-calling James, asking, "What you up to?"

The Chelsea F.C. Women's forward replies that she's playing EA Sports FC 26.

"I have the ultimate silverware for that. It wins every time," Beckham replies as he holds up a can of PEPSI for James to see.

James joins to bridge eras, signaling PEPSI’s continued role at the intersection of football and culture.

The 30-second spot ends with James playing herself and winning in the game as the tagline "Every PEPSI Wins" shows up on screen.

Culture in Motion

To mark the new football season, PEPSI is launching an on-pack promotion that lets players unlock exclusive in-game rewards and experience EA Sports FC 26 beyond the console.

The limited-edition PEPSI x EA Sports FC 26 cans and bottles will roll out this week across the U.K., Netherlands, Poland, and Spain for the console game.

They will also be available in Mexico and Turkey for EA Sports FC Mobile.

Fans who follow the instructions on promotional cans or bottles before December 28, 2025 can redeem in-game content and digital collectibles.

This approach merges football fandom with gameplay in a single move.

PEPSI and EA Sports first teamed up in 2022, with campaigns that fused sport, music, and gaming.

Each year has expanded that narrative, evolving from "Thirsty for More" to "Refresh Your Game."

Last year’s partnership kept PEPSI among the most visible brands in sports marketing.

This year, it pushes the engagement further. 

EA Sports FC 25 sold a total of 2.9 to 3.8 million copies, with a total of over 3 million players and an average playtime of 145.4 hours.

This level of engagement explains PEPSI’s commitment to the game as a cultural platform to better connect with younger generations.

Icons Across Eras

I think the campaign works because it captures a wider demographic.

Beckham’s precision and composure mirror football’s classic appeal, while James embodies its next chapter.

Their pairing visualizes a handover between generations that keeps PEPSI embedded in global football conversations.

"Beckham connects with fans who grew up watching him, while James represents the present and future of the sport," Vincent Mazza, managing partner at full-service digital agency eDesign Interactive, told DesignRush.

"You see two different eras of the game connected by the same sense of creativity and confidence.

PEPSI and EA understand how to speak to both audiences, creating a shared brand language between the two worlds."

PEPSI’s continued investment in football is part of its cultural strategy.

• Link product to participation. Campaigns that invite users to act, not just watch, build stronger retention.
• Use cultural contrast. Pairing established icons with new voices keeps legacy brands evolving.
• Anchor storytelling in real behavior. Campaigns gain credibility when they reflect how people already experience entertainment.

The company reported $91.85 billion in net revenue for 2024, with brand-led campaigns helping drive strong engagement among Gen Z and millennial consumers.

The collaboration with EA Sports FC keeps PEPSI visible across the screens, meeting audiences within their own routines of play and watch.

Our Take: Why Do Partnerships Still Matter for Legacy Brands?

I think household names like PEPSI still need brand partnerships because relevance isn’t built on nostalgia alone.

Legacy brands stay current by pairing heritage with fresh energy, using familiar icons to connect across generations without losing their cultural pulse.

It shows the public that they're still attuned to younger generations by staying visible and being part of the conversation. 

Meanwhile, PepsiCo's Design Director Carl Gerhards spoke to DesignRush about rebranding Lay's logo and packaging, the brand's biggest one in nearly a century. 

Cultural alignment sustains brand equity. These top agencies design strategies that keep icons meaningful in changing markets.