UEFA and Pepsi will celebrate football fandom with a global live music celebration at the UEFA Champions League Final from The Black Eyed Peas. The performance is part of the “UEFA Champions League Final Opening Ceremony presented by Pepsi. The Final, which is the most watched annual sporting event in the world, will be played this year at National Stadium in Cardiff, Wales on June 3 and air in more than 220 markets.
Fans can expect year two of the “UEFA Champions League Final Opening Ceremony presented by Pepsi to once again merge the worlds of music, entertainment and sports in a high-energy performance of chart-topping hits from The Black Eyed Peas.
“We’re planning on harnessing the excitement of the fans in the stadium and all those tuning in to the UEFA Champions League Final,” said will.i.am of The Black Eyed Peas. “As football fans ourselves, we know how much this game means to those watching from the stands, their homes and with friends. This performance means just as much to us. We’re planning an unforgettable show.”
“Pepsi will tap into fan passion for football – beyond the game on the pitch – by once again bringing headlining music to one of the world’s most notable sports events, with unmatched global scale,” said Natalia Filippociants, Senior Director, Brand Marketing, PepsiCo. “We know how much the UEFA Champions League Final means to football fans and we’re excited to honor that passion with a blockbuster performance by The Black Eyed Peas at the Opening Ceremony.”
In PepsiCo’s second year of its UEFA Champions League partnership, the Pepsi football campaign has enlisted the help of all-star athletes Sergio Agüero, Alexis Sánchez and Vincent Kompany, to spark excitement in the lead up to the UEFA Champions League Final.
PepsiCo initially joined forces with the UEFA Champions League in 2015, announcing a partnership with the prestigious European club football tournament where Lay’s, Gatorade and Pepsi MAX / Pepsi serve as lead brands for the competition.
Guy-Laurent Epstein, Director of Marketing of UEFA Events SA, commented:
“We are thrilled to be collaborating with our partner Pepsi on the Opening Ceremony of the 2017 UEFA Champions League final. Pepsi have a long experience in bringing music and sports together and, in this respect, UEFA are excited to have The Black Eyed Peas performing in Cardiff.
“The Champions League final is the world’s largest annual sporting event that brings passion and emotion to people all around the world; so do The Black Eyed Peas who share the same global appeal. Football fans in the National Stadium of Wales and around the world will definitely enjoy a fantastic and upbeat performance just moments before the ultimate match in European club football kicks off.“
In addition to the “UEFA Champions League Final Opening Ceremony presented by Pepsi performance, The Black Eyed Peas will be featured in a variety of integrated campaign elements leading up to the performance.