Pepsi MAX and EA Sports FC have united once again to announce the return of the pair's beloved FC Rewards program, now linked to EA Sports FC 25.
Live now in the U.K., the on-pack promotion continues Pepsi MAX's global "Thirsty For More" platform, which aims to create exciting moments for fans everywhere through collaborations with the biggest stars.
First launched in 2024, the promotion's return underscores the massive success of the campaign, which brings together two huge fanbases.
In a statement, PepsiCo VP of Global Sports & Entertainment Partnerships Adam Warner highlighted how the success of last year's initiative helped the soda giant reach a new audience:
"The first year of our partnership with EA SPORTS FC™ was a huge success, building on Pepsi MAX’s rich heritage in the world of football and entertainment, helping us reach a whole new gaming audience.
We’re excited to be back for the club with EA SPORTS FC™ 25, bigger and better than before with a whole new range of epic rewards — including physical rewards for the first time. We can’t wait to see where our shared journey shaping the future of football fandom takes us next!”
The promotion will provide fans with a range of virtual in-game rewards like Season Points XP boosts, and for the first time, chances to win real prizes, including exclusive Pepsi home kits, gaming consoles, and digital copies of EA Sports FC 25.
Fans can redeem prizes by simply purchasing any participating Pepsi MAX products and following the instructions on the packaging.
The promotion will be available for gamers on PlayStation 5, PlayStation 4, Xbox Series X|S, Xbox One, or PC via the EA app, Steam, or Epic.
Following a tried and tested brand marketing strategy, Pepsi MAX is able to engage football fans and non-fans alike by offering significant rewards.
EA Sports FC benefits greatly from the partnership as well, with its brand showing up on millions of consumer products across shelves.
A Thirst for Football
Pepsi has maintained a solid relationship with the beautiful game of football for over 10 years, often endorsing players and connecting with fans of the sport.
In 2010, the brand launched an iconic ad starring a roster of modern legends, including Lionel Messi and Didier Drogba.
Earlier this year, the brand launched a global campaign called "Where There's A Ball There's A Way," spotlighting talents from around the world, such as Son Heung-Min and Leah Williamson.
The brand also launched the Hidden Pitch Tour under the same campaign, popping up in major cities across the U.K.
