PepsiCo(US:PEP) 智通财经网·2025-05-06 12:59Core Viewpoint - PepsiCo is increasing its investment in sports marketing, focusing on the upcoming World Cup, and restructuring its sports and entertainment partnership team to better leverage major sports events for growth [1][3]. Group 1: Company Strategy - PepsiCo is integrating marketing resources across its brands, including Pepsi, Gatorade, and Lay's, into a unified department to enhance its sports marketing efforts [1]. - The newly appointed Chief Sports Officer, Brett O'Brien, emphasizes a shift in focus from individual brand representation to overarching marketing strategies for specific sports leagues like the NFL and MLB [1][2]. - The company is facing challenges such as economic uncertainty, rising costs, and a shift in consumer preferences towards healthier snacks and beverages, prompting a downward revision of its annual profit forecast [1]. Group 2: Market Opportunities - The new department aims to expand PepsiCo's influence in soccer, particularly with the 2026 FIFA World Cup approaching in North America, marking a critical moment for the sport in the U.S. [3][4]. - PepsiCo's Frito-Lay division has signed on as a global sponsor for the upcoming World Cup and the 2027 Women's World Cup in Brazil, involving brands like Doritos and Cheetos [3]. - O'Brien notes the increasing importance of soccer in audience viewership, indicating a significant strategic bet on the sport [4].