A rendering of Pepsi’s vending machines. Credit: PepsiCo / UEFA.

PepsiCo and UEFA (the Union of European Football Associations) are collaborating on a reuse and reward programme at locations across London for the UEFA Champions League Final on 1 June 2024.

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To help reduce packaging waste, four of the five UEFA Champions Festival locations – Trafalgar Square, Regent Street, Potters Fields Park and Somerset House – will have dedicated Pepsi recycling infrastructure.

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Fans will be able to return their cups and recycle their cans, supported by a roaming Pepsi team to assist with appropriate disposal of packaging waste.

At the Potters Field Park location, all Pepsi fountain drinks will be served in reusable cups through a new partnership with reusable cup provider Event Cup Solutions.

Along with Trafalgar Square, Potters Field Park will also feature gamified experiences that reward fans who return their reusable packaging to the Pepsi-branded vending machines.

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Prizes from the digital gamified experience include custom UEFA Champions League merchandise and match balls, with one grand prize winner receiving a trip to next year’s final at Munich Stadium in Germany.

These sustainability efforts work towards PepsiCo’s strategic end-to-end transformation, PepsiCo Positive.

PepsiCo chief marketing officer, international beverages, Mark Kirkham commented: “What better way to inspire individual engagement in simple sustainable practices – at a mass scale – than at the most popular and prestigious football final in the world?”

2024 marks PepsiCo’s ninth year as a UEFA partner and the first year of PepsiCo’s renewed sponsorship of the UEFA Champions League for the 2024 to 2027 cycle.

In 2023 the partners offered recyclable and returnable packaging at the Women’s Champions League Final.