Lay’s + UEFA Foundation for Children
Action: Leveraging PepsiCo’s purpose strategy to strengthen the UEFA partnership
Fuse has supported PepsiCo’s global strategy and activation of the UEFA Champions League sponsorship since 2015. In 2017, we were tasked with bringing the UEFA partnership to new heights by leveraging PepsiCo’s purpose strategy and building on Lay’s global football campaign, ‘Lay’s United,’ which aims to unite people through football. The end result: delivering sustainable long-term growth for PepsiCo, Lay’s and UEFA Foundation for Children whilst leaving a lasting positive imprint on the community.
Create: A partnership with UEFA Foundation for Children to activate with purposeful impact
UEFA established the UEFA Foundation for Children with the aim of using football to support humanitarian projects linked to children’s rights in areas such as health, education and integration. It is committed to reaching out to those most in need by turning its fundamental values – such as human dignity, solidarity and hope – into opportunities for children to improve their lives.
In partnership with PepsiCo, Fuse identified an opportunity for Lay’s to partner with the Asian Football Development Project (AFDP), a social enterprise that aims to unite communities and transform lives around the world through football, working within the world’s biggest refugee campaign, Za’atari.
The partnership saw Lay’s, UEFA Foundation for Children and Asian Football Development Project (AFDP) build the first full-size artificial football pitch in Za’atari, enabling fun social occasions, driving a sense of belonging within the refugee community, and creating greater aspirations for the future.
Impact: Improving the lives of young people through the power of sport
35,000 out of the 80,000 residents have played on the pitch since it was built and continues to be used weekly by 6,000 residents.