PepsiCo (NASDAQ:PEP) is partnering with EA Sports ahead of the release of its new football game which is set to replace the FIFA series.
The deal partners the soft drink brand and Pepsi-owned Gatorade and Walker’s with EA Sports FC the video game company’s new “football gaming property”.
For three decades Electronic Arts Inc. (NASDAQ:EA) used the FIFA brand to name and base its football game on.
However, the two parted ways after the release of FIFA 23 in September.
Speculation argues the reason for the split was because the footballing body was looking to double the licensing fee to US$1bln.
In a statement from Pepsi, it said: “This partnership… will see both parties collaborate to deliver gaming experiences that create moments of joy for modern football fans.”
Part of the deal will have Pepsi brand ambassadors and footballers Vini Jr and Leah Williamson feature in upcoming events for the new game including “entertainment crossovers and in-game integrations.”
Details on the new EA football game will be announced on Thursday following the release of its trailer on Monday.
Fans argue the franchise should switch from an annual release strategy to a “live service” scheme where updates are made to a single product that charges a seasonal subscription fee.
Shares in EA, which are hanging around the US$130 mark, have jumped 6.3% in 2023.
Meanwhile, Pepsi has risen 2.7% in the same period, with shares selling at around US$184.