Rockstar Energy Drink Announces Partnership with UEFA Champions League

Today Rockstar Energy Drink, the drinks brand for those who need and love to do-it-all, announces a global partnership with the Men’s and Women’s UEFA Champions League until 2024.

The three-year partnership will be activated across Europe through a range of marketing channels including in-store, digital and game ticket giveaways. Rockstar Energy Drink is the latest addition to the exciting roster of global PepsiCo brands to support the UEFA Champions League, with the final being of the one of the world’s biggest annual sporting events - alongside the Pepsi® trademark including, Pepsi MAX®, Lay’s® and Gatorade™ taking the lead.

Ruben Navarro Sanchez, Senior Marketing Director Rockstar Europe at PepsiCo added, “It’s a huge moment for Rockstar Energy Drink to become a partner of the Men’s and Women’s UEFA Champions League. As a brand we aim to provide our multifaceted consumers with the fuel and encouragement needed to enjoy life and achieve their goals. The tournaments continue to showcase the world’s most talented athletes, who boast this same energy, and are inspirational when it comes to showing the dedication it takes to reach their goals”

Adam Warner, Senior Director Global Sports Marketing at PepsiCo commented on the partnership, “We are excited that Rockstar Energy Drink is joining PepsiCo’s roster of iconic brands, becoming the official energy drink of UEFA Champions League and UEFA Women’s Champions League. Our Rockstar Energy Drinkers are huge football fans and so this partnership is a great match”.

PepsiCo acquired Rockstar Energy Drink in 2020, and since then, the brand has undergone a complete transformation as it continues its expansion globally. Rockstar Energy Drink has focused on innovating no sugar products and has just expanded its sugar free portfolio with the launch of Rockstar Original No Sugar in 2021 and extending the range to include Rockstar Refresh Energy Drink launching in 2022.