PepsiCo Launches Global Powerhouse to Lead in Sports & Entertainment Partnerships

PepsiCo is making a bold play in the global sports and entertainment arena with the launch of its new Sports and Entertainment Center of Excellence (COE) — a centralized division uniting the company’s expertise across sports, entertainment, gaming, and influencer marketing.

Spearheaded by Chief Sports Officer Brett O’Brien, this new entity is set to become one of the largest sports and entertainment partnership platforms in the world. Rather than focusing on individual PepsiCo brands, the COE will prioritize growth and strategy across entire categories and cultural touchpoints — ensuring a unified, impact-driven approach to partnerships.

One of the COE’s first strategic initiatives? Soccer. With the FIFA World Cup coming to North America in 2026, the global spotlight will be on the sport like never before in the U.S. PepsiCo is leaning in, with Frito-Lay already onboard as a global sponsor for both the 2026 men’s and 2027 women’s tournaments.

This move reflects PepsiCo’s broader vision: to create deeper, more culturally relevant connections with fans and consumers through immersive, passion-driven experiences.