With the FIFA World Cup 2026 set to take place in the United States, Pepsi is reframing its football strategy-moving beyond on-field action to celebrate the rituals, debates, and traditions that define global fan culture.
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At the heart of this multi-year push is the “Pepsi Football Nation” platform, launched through a campaign film featuring global stars like David Beckham, Florian Wirtz, Lauren James, Vinícius Júnior, Alexia Putellas, and Mohamed Salah. The film introduces a symbolic “playbook” handed over by Beckham to fans, encouraging them to define the unwritten rules of being a football supporter.
These rules capture everything from humorous habits-like wearing a lucky jersey to work-to age-old debates such as “Who is the king of skill?” and the ever-controversial “football vs soccer” terminology. Leaning into this global debate, Pepsi has even launched a browser extension that automatically replaces the word “soccer” with “football” online-an intentional cultural nudge, especially in the US market.
Beyond advertising, the campaign extends into community engagement. Pepsi is taking conversations to Reddit, positioning it as a hub where fans worldwide can share, argue, and celebrate their unique football traditions.
By spotlighting what happens off the pitch-the banter, rivalries, and shared rituals-Pepsi is aiming to embed itself deeper into everyday football culture, not just the 90-minute game.
