USP Partner and Pepsi kick off women's soccer season with brand activation

Pepsi is consistently expanding its commitment to women's football in Switzerland. As a proud partner of women's football and sponsor of four women's football clubs, Pepsi kicked off the 2026 season with an emotional brand activation. The full-service marketing agency USP Partner was once again responsible for the conceptual and operational aspects of the project.

The UEFA Women's EURO 2025 was a highlight for Switzerland and for Pepsi and showed the potential of women's football. Last year's European Championship was not a one-off commitment for Pepsi, but the starting signal for a long-term commitment: the beverage manufacturer is committed to women's football in Switzerland in the long term.

«Cheer & Win» in four stadiums

Where fans celebrate and support their clubs with passion, Pepsi became part of the moment: with the «Cheer & Win» activation in the stadiums of partner clubs Servette FC, FC Zurich, FC Basel and BSC Young Boys, the brand reached fans before, during and after the games.

Before the games, fans were able to show how real fans cheer in the Pepsi Videobooth. The best sequences made it onto the big screen in the stadium during the games. By taking part, fans also had the chance to win attractive prizes from Pepsi. After the game, fans were surprised with an ice-cold Pepsi as they left the stadium - a perfect refreshing moment to round off the football experience.

In total, over 55,000 contacts were reached through the activation on seven match days. The implementation was documented with an atmospheric aftermovie:

Responsible at Feldschlösschen Beverages: Claudia Leuenberger (Brand Performance Manager), Tom Hlach (Head of Brand Experiences & Senior Brand Experience Manager Soft Drinks). Responsible at USP Partner: Conception, planning and implementation.