LaLiga has signed up soft drink Pepsi as its Official Sponsor in Guatemala in an agreement that runs until the end of the 2021-22 Spanish football season. It builds on Pepsi’s existing presence across Guatemalan football. The brand is already the Official Sponsor of the country’s national football team. Carlos Torres, Pepsi’s brand manager in Guatemala, said that promotional activities would include fans being able to visit Spain to experience the matches of their favourite teams. There are multiple other activations and assets incorporated in the deal. These include promotional activities across the various Pepsi distribution channels, with these taking place at supermarkets, restaurants and convenience stores across Guatemala. The sponsorship was announced in Guatemala City and was attended by Fernando Sanz, director of international institutional relations at LaLiga.
Pepsi has become the official sponsor of La Liga in Guatemala until the end of the 2021/22 season. The deal is worth an estimated $45 million over five years, with a further $10 million per year to be paid out by Pepsi.