Pepsi in talks with FA on £20m sponsorship deal

Soft drink giant Pepsi is in talks with the Football Association about an estimated £20m (€30m) sponsorship deal, it was reported today.

The link-up would see the cola brand sponsoring the youth and development elements of English football, the trade magazine Marketing said.

Pepsi and England's Football Association (FA) both refused to comment today even on whether they were in talks.

If a deal goes ahead it would pitch Pepsi against rival Coca Cola, which already sponsors English football Premier League highlights on ITV.

The FA said today: “When we have a statement to make, we will.”

A Pepsi spokeswoman added: “At the moment it is just rumour and speculation.”

Pepsi is already heavily involved with football sponsorship through endorsement deals with some of the world’s best known players, including David Beckham.

The England captain is due to star in a new advert for Pepsi this April with a Wild West theme.

Beckham and Manchester United team mates will compete against players from Real Madrid in a penalty shoot-out.