Pepsi just banned the S-word in its latest star-studded film

Pepsi has rolled out a new global campaign and platform, “Pepsi football nation”, bringing together a roster of football stars to spotlight fan culture beyond matchday.

The initiative is positioned as a multi-year platform aimed at embedding football into everyday life, building on the conversations, rituals and debates that extend beyond the 90 minutes on the pitch.

Fronted by names including David Beckham, Florian Wirtz, Lauren James, Vinícius Júnior, Alexia Putellas and Mohamed Salah, the campaign film depicts a fictional “nation” where fans set the rules of the game.

Don't miss: Coca‑Cola gets fans jumping with its FIFA World Cup 2026 anthem

The film opens with Beckham handing over a symbolic playbook to fans, framing them as decision-makers of the “rules” that define football culture. Scenes then move through a series of stylised fan-driven moments, from debates in local hangouts to exaggerated scenarios such as Wirtz “speed parking” under VAR scrutiny and James delivering a lecture on beating the offside trap.

Across the film, a series of fan-led “rules” are introduced, including “Superstitions are sacred”, “Who is the king of skill?”, and “Everything gets settled on the pitch”, reflecting behaviours and traditions commonly associated with football fandom. 

The narrative is peppered with cameos, including celebrity chef Gordon Ramsay, who tells David Beckham that “pre-game snacks are an absolute must”. When Beckham’s assistant points out that not all fans will agree, he simply gestures to rule 100.

That cue triggers a cut to Mohamed Salah stepping up for a penalty in a packed stadium. In a playful twist, the assistant storms the pitch to take the shot instead, scoring as the crowd erupts. The film closes on a celebratory note, with Salah cracking open a can of Pepsi post-match.

Beyond the film, Pepsi is extending the campaign through digital activations. These include a browser extension that replaces the word “soccer” with “football”, aligning with one of the platform’s tongue-in-cheek rules, as well as a push into online communities such as Reddit, where fans will be invited to define and debate their own rituals. The campaign will run across Pepsi’s social channels including Instagram, TikTok and YouTube.

"Football has always gone beyond what happens on the pitch during the 90 minutes. It lives in conversations, rivalries, and traditions that bring fans together every day, across communities, markets, and generations," said Eugene Willemsen, chief executive officer, International Beverages at PepsiCo.

He added, "'Pepsi football nation' celebrates that culture and the many ways fans experience the game beyond the match itself. For decades, Pepsi has been at the heart of the game; now, we're honoring the shared experiences and 'rules' that unite fans worldwide."

The push into football culture is not new for Pepsi, which has been steadily building on its long-standing ties to the sport.

In May last year, the brand launched its global “Refresh the game” campaign, marking 50 years of association with football. The effort brought together legends such as Pelé, David Beckham and Ronaldinho, alongside a new generation of stars including Alexia Putellas and Lauren James, reflecting both the heritage and evolution of the game.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

Related articles: 
LEGO builds its own World Cup lineup of football heavyweights    
Lenovo taps David Beckham to power its AI play ahead of World Cup   
Heineken unites football, F1 and music under new sponsorship platform