Southampton FC have announced a multi-year partnership with soft drinks manufacturer Carlsberg Britvic, which sees the Pepsi MAX brand as the Official Soft Drinks Partner across St Mary’s Stadium. The partnership also includes exclusive naming rights for LEVEL1, which will become LEVEL1 powered by Pepsi MAX.
The agreement will see Carlsberg Britvic products supplied across the entire stadium footprint, from LEVEL1 and The Dell to hospitality lounges and fan zones, ensuring supporters can enjoy some of the UK’s most popular drinks on matchdays and beyond.
As part of the partnership, fans have access to a wide range of products, including Pepsi, Pepsi MAX, 7UP, Tango, Lipton Ice Tea, Jimmy’s Iced Coffee and Robinsons Fruit Shoot. LEVEL1 will be the flagship venue showcasing the full line-up of drinks, with other areas of the stadium featuring a tailored range of the drinks on offer.
In addition to supply rights, Pepsi MAX will have extensive brand visibility across the club, with LED perimeter exposure, big screen advertising, interview backdrops, and a presence across hospitality and matchday activations.
“We are delighted to welcome Carlsberg Britvic and Pepsi MAX as key partners of Southampton Football Club. This agreement reflects our shared ambition to enhance the fan experience at St Mary’s by bringing some of the UK’s most popular soft drink brands to our supporters. LEVEL1 powered by Pepsi MAX is an exciting step forward for the stadium, and we look forward to working closely with Carlsberg Britvic over the coming seasons,” said Greg Baker, Chief Revenue Officer, Southampton FC.
Emma King, Hospitality Director at Carlsberg Britvic, said: “This season Southampton is signing some of Carlsberg Britvic’s star soft drinks players. From Pepsi MAX, 7UP and Tango to Jimmy’s Iced Coffee, Lipton Ice Tea and Fruit Shoot, we’re looking forward to putting smiles on faces at St Mary’s with even more choice and moments to enjoy.”