PepsiCo is uniquely positioned at the intersection of sport and entertainment and is renowned for epic collaborations that provide elevated experiences for fans across the globe. This session will explore how PepsiCo brands are creatively reaching the next generation through iconic storytelling and partnerships. We’ll discuss how they ignited the world stage with a cutting-edge digital concert with Stormzy and Spotify, their boundary-pushing EA SPORTS FC™ partnership and collaboration with Son Heung-min, and their collaboration with The Notorious B.I.G. Estate to celebrate 50 years of Hip Hop.