PepsiCo and Just Eat Takeaway have partnered with experiential expert TRO to bring their brands to life at the 2024 UEFA Champions League final in London.

The UEFA Champions League final is one of the world’s biggest sporting events, bringing fans together for the crescendo of the European football season.

With the eyes of the world on London, the UEFA Champions Festival will serve as an epicentre for fans, enabling them to participate in the excitement and energy of the game build-up themselves.

Working alongside fellow Omnicom agency, Fuse, TRO will spearhead the creative design, production and delivery of fan experiences at the festival for both brands, with an emphasis on active engagement and competition.

Throughout the festival, fans can expect to engage with both brands in fun and immersive ways at locations such as Trafalgar Square and Potters Field.

One of PepsiCo’s activations will creatively combine two well known and loved fan cultures: music and football. Fans will have the opportunity to compete in a single player experience, where they’ll be challenged to play football – but, only to the unexpected, musical pulse of the game.

Visitors to PepsiCo will also be able to get hands-on with the brand, by putting their taste to the test in a mixology session – allowing them to experiment with three different cocktails.

PepsiCo’s fan participation extends far beyond the game and mixology – they can make a positive impact on the festival by getting involved with a scheme that encourages fans to return re-usable cups or recycle cans for a chance to win PepsiCo and UCL prizes.

Meanwhile, at Just Eat Takeaway, fans will be invited to participate in its thrilling ‘Delivery Bag Grabber Game’. Only the boldest fans will be attached to a giant crane and lowered into a large ball pit – all for the chance in winning JET merchandise, vouchers and even UCL tickets.

Rob O’Siochain, Head of Growth, TRO, said: “PepsiCo and Just Eat Takeaway are two brands that truly understand the importance of fan culture. After months of planning alongside our valued partners at Fuse, we are hugely excited to see how each activation adds to the overall visitor experience.”

The UCL Fan Festival will take place from Thursday 31 May – Sunday 2 June.