Pepsi has always been a major player in football culture. Whether you close your eyes and remember the brand’s iconic TV spots from the early 2000s or its innovative ‘Kick Off Show’ music performances at the UEFA Champions League Final, they’ve never been far away from some of the biggest talking points in off-pitch culture.The soft-drink brand has picked up the baton for cultural change yet again with an all-new partnership with EA SPORTS FC™, which goes way deeper than traditional brand collaborations to bridge the gap between the real and virtual worlds. The partnership is the result of a shared ambition to shape the future of football fandom, providing the brand with a unique opportunity to engage with football fans and communities worldwide, enhancing their connection to the sport and broadening audience reach while deepening fan engagement. “The world’s biggest players have made gaming a visible part of their lives.”Fresh from signing deals with some of the biggest players in the global game – including Son Heung-min, Leah Williamson, and Vini Jr. – Pepsi is releasing millions of limited-edition cans and bottles (emblazoned with the images of their ambassadors) that will let fans redeem rewards in Ultimate Team™ via an on-pack code.It’s a bold evolution that symbolises both Pepsi’s commitment to innovation in football, and the importance of gaming to the beautiful game in contemporary culture.While at one point gaming was one of the many cultural lanes that sat outside of football’s ecosystem, it’s now deeply embedded at every level. The world’s biggest players have made gaming a visible part of their lives, whether it’s taking EA SPORTS FC™ 24 to away games or streaming in their downtime.Pepsi recognises that gaming and football are an integral part of popular culture – both of which are of significant interest for a substantial portion of its consumer base. Video games, particularly in the digital age, have grown to become a mainstream form of entertainment, attracting audiences of all ages. By actively engaging with the gaming world, Pepsi is ensuring that it remains pertinent to the interests of its consumers, allowing the brand to tap into the collective consciousness of its audience and create meaningful connections.In EA SPORTS FC™ 24, what happens in the real world has direct influence on the virtual one – and this is the spirit that Pepsi has so readily embraced in this new collaboration. Buy a can or bottle of Pepsi, and you’ll feel the benefits in Ultimate Team™ via reward codes found on the packaging.In addition to unlocking great taste, you’ll also be able to unlock Ultimate Team™ items, and Pepsi-themed items including kits and stadium customisations. This is a shining example of providing genuine value for fans via brand collaborations, and will foster real community between EA SPORTS FC™ 24 and Pepsi fans online.But in-game rewards are just the start of Pepsi and EA SPORTS FC™ 24’s mission to provide value to their fans in refreshing ways.Together, they’re giving gamers the tools they need to enjoy EA SPORTS FC™ 24 even more.In a world where high-profile brand collabs are becoming more visible and commonplace than ever before, it’s important to give flowers to the ones that truly try and push culture forward by doing things differently and giving fans real value.Pepsi and EA SPORTS™ FC 24 are doing exactly that. Whether it’s in gaming or wider culture, other partnerships need to follow suit and put fans at the heart of their experiences.Join the conversation by following @PepsiGlobal on Instagram and TikTok.