Pepsi MAX and EA SPORTS FC have revealed details of an international campaign following the launch of the new football game, EA SPORTS FC 24. 

The partnership is fronted by three world-class footballers, consisting of an on-pack promotion that allows fans to receive in-game rewards by simply purchasing participating Pepsi MAX products.

Available in more than 20 markets around the world, the carbonated soft-drink brand will be releasing hundreds of millions of co-branded Pepsi MAX x EA SPORTS FC 24 cans and bottles, each emblazoned with a Pepsi MAX football talent; Vini Jr, Leah Williamson, and newly-announced ambassador Son Heung-min.

Gustavo Reyna, Pepsi’s Senior Director of Global Marketing, commented: “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. 

“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!”

David Jackson, Vice President of Brand at EA SPORTS FC, added: “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.”