The Qatar Football Association (QFA) and PepsiCo, one of the region’s largest food and beverage companies, have announced a new partnership that will see PepsiCo become the official beverage partner of both the Qatar National Football team and Qatar National Under-23 Football team.

As the official beverage partner, PepsiCo’s brands, Aquafina and Gatorade, will support players every day with one of the latest innovations in sports and hydration – providing them with refreshing beverages to maintain performance and aid recovery, both on and off the field.

Through one of the many best sports drinks in the world, Gatorade will provide access to its elite portfolio of sports fuel products.

Through PepsiCo’s mineral water brand, Aquafina will provide players with the hydration they need.

Aamer Sheikh, CEO, PepsiCo – Middle East said, “Qatar has the world’s most popular sport in the hearts and minds of people, now more than ever. This partnership with Qatar Football Association allows us to take PepsiCo’s long-standing relationship with great football to another level. Through the power of our brands, we’re not only providing access to our refreshing portfolio, but also celebrating local pride with the launch of an innovative new Pepsi Annabi grape cola in the team’s colors. As a longtime partner of the game, we look forward to offering hydration solutions, while bringing passionate fans exciting and engaging content, products, and experiences – taking them closer to the game they love.”

To celebrate the partnership, Pepsi reveals an all-new product innovation – Pepsi Annabi, a limited-edition grape cola. Tapping into the exhilaration of the sport, the devotion of the QFA fans, and the momentous glamour of the game – Pepsi is turning its iconic drink into the Qatar team’s colours and introducing a new Grape flavour, offering consumers a thrilling burst of grape flavour with a sweet, crisp taste. As part of the launch, the brand also unveils a catchy twist to the QFA celebratory Annabi song – symbolizing the region’s diverse and rich culture and inviting everyone to cheer on the thirst for local pride.

PepsiCo has cultivated a legacy of celebrating sports throughout the region and globally with its refreshing effervescent beverages and crunchy flavour-packed snacks. As part of its long-standing commitment to connect people from all over the world through their passion for football – Pepsi will also unveil additional consumer engagement opportunities football-themed activity, including the Qatari footballers starring in a Pepsi Annabi brand-led video and local fan activations and much more.

Source & cover image credit: Press Release

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Fareeha Imtiaz

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