Pepsi Scores Endorsement With Son Heung Min

Leading beverage brand Pepsi has sealed a deal with Tottenham Hotspur’s South Korean star Son Heung Min as its latest global ambassador.  

The collaboration with the global beverage behemoth came alongside the release of EA Sports FC 24 where the Spurs captain attended an early access event in London two weeks ago. 

Following the deal, Son added, “As a huge gaming fan, it’s a privilege to be part of this epic collaboration with EA SPORTS FC while teaming up with such a globally revered brand like Pepsi.” 

“The brand’s commitment to bringing joy, energy, and excitement into people’s lives under its ‘Thirsty for More’ tagline is something that resonates deeply with me and I see a strong synergy between my values and the aspirations of Pepsi. I’m buzzing for the world to see what we’ve got planned in 2023 and beyond.”

The 31-year-old South Korean forward will work alongside Pepsi and EA Sports – with the two already having a pre-existing partnership – to help create new content under Pepsi’s ‘Thirsty for More’ campaign. 

Pepsi has a storied history in football related endorsements, including deals with the likes of Lionel Messi and Ronaldinho in the past. It also has current deals with Real Madrid’s Brazilian star Vinicius Jr and Lioness defender Leah Williamson.  

Gustavo Reyna, Pepsi Senior Director of Global Marketing, quipped, “Son is one of the most likeable players in world football, that’s why it’s a joy to welcome him to the family as our new Pepsi ambassador.

“Pepsi has a rich tradition of teaming up with top talents, and Sonny’s unmistakable enthusiasm for all his pursuits, coupled with his deep affection for gaming, entertainment, and sports, made him the ideal choice to become our latest football ambassador.”

“We’re excited to show the world what we have to offer and we’re delighted to have Son help us on that journey.”

According to ASN data, Pepsi (over US$38.5m, 6.6%) is the 3^rd highest spender for its category since Q121, however, spends have been lacklustre for the first three quarters of 2023, but is forecasted for a lively Q423 at over US$14.6m.