Conversations containing both mentions of “Champions League” and “Pepsi” were found to be positive across 77.59% of posts, with “joy” accounting for 63% of all emotion-identified mentions.
“As UEFA looks to take its league to another level, Pepsi will look to capitalize on those (cultural) moments using the 10 years of learnings from sponsoring the National Football League and its halftime show,” added Code and Theory’s Gardner. “It will be particularly interesting to see how they activate and drive fan engagement the next three years by leveraging emerging technologies to drive conversations about sport, fandom and culture.”