Pepsi MAX, in tandem with partner UEFA, rolled out an early May digital-first promotional campaign revealing GRAMMY Award-nominated, multi-platinum selling chart-topping singer/songwriter Camila Cabello as the headline act for the 2022 UEFA Champions League Final Opening Ceremony presented by Pepsi MAX.
Now in its sixth year, the final match in the world’s most watched annual sporting tournament’s opening ceremony will see the singer of hits such as ‘Bam Bam’, ‘Señorita’ and ‘Havana’ take centre stage to add to the pre-game buzz, excitement and energy in Paris’ Stade de France on Saturday 28 May.
The campaign positions the five-minute performance as a ‘breath-taking, carnival-themed celebration, brought to life through a stunning display of costumes, dancers and musicians, choreographed to deliver a high-energy spectacular to fans in the stadium, and at home.’
The brand-backed pre-match event was initially teased with a social post on 5 May which asked viewers to comment below with your guess on who will be this year’s UEFA @ChampionsLeague Final Opening Ceremony performer? #pepsishow
This was followed on 9 May by Pepsi MAX sharing a short video via its YouTube channel offering fans of the artist and the game a glimpse of what they can expect in Paris. The clip sees Cabello surrounded by playful animations and floral patterns which are inspired by the Oaxaca carnival in her native Mexico. The vibrant colours were chosen to reflect and amplify ‘the feeling of togetherness and to celebrate people of all walks of life coming together’ and the drink’s brand backed event aims to showcase how the power of music and sport can unite people all around the world.
The 2022 Opening Ceremony will be running across the international Pepsi trademark, which includes Pepsi, Pepsi Black, Pepsi MAX and Diet Pepsi.
This year’s UEFA Champions League Final Opening Ceremony will be broadcast in more than 200 countries and territories around the world and fans can tune in to watch the show via their local broadcaster and through the official UEFA TikTok and YouTube channels.
“I’m so excited to be taking to the stage at UEFA Champions League final in Paris this month,” commented Cabello. “I intend on putting on a really special show, bringing together the spirit of my Latin heritage and a feeling of togetherness for sports and music fans all over the world – I can’t wait!”
Pepsi’s Global Marketing Vice President Eric Melis added: “Pepsi MAX has been working with UEFA to build the Opening Ceremony platform since 2016 and we’re delighted to be returning to live stadium shows and bringing Camila Cabello to the stage this year. Pepsi MAX has a long and rich heritage in entertainment and this year’s show will not disappoint as we bring elements of Camila’s Latina spirit to one of the most anticipated sporting events of the year.”
“We are excited to be collaborating with our long-standing partners at Pepsi MAX for yet another highly entertaining Opening Ceremony performance at the 2022 UEFA Champions League final, these events always provide the ultimate cross-pollination of sport and music which we know fans love to watch – and Pepsi MAX is the perfect partner to help us do that,” added UEFA Marketing Director Guy-Laurent Epstein. “We know that Camila Cabello is one of the world’s most popular artists and she will help us to build on our fans’ excitement for the Opening Ceremony performance with a show football fans will never forget.”
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For the last six years, the brand-backed Opening Ceremony has been fronted by some of the biggest musicians on the planet and this year’s promotional work for the event follows on from 2021’s campaign featuring Marshmello.
Cabello is also one of several musicians and football stars supporting #Football4Refugees: an appeal launched by the UNHCR which aims to unite the global football community to raise funds for displaced people around the world.
Pepsi MAX was the first global brand to partner with the UNHCR and with PepsiCo’s philanthropic arm – the PepsiCo Foundation – and donated $1m to #Football4Refugees bringing the company’s total humanitarian relief pledged to the global refugee crisis to nearly $15 million.
Camila Cabello supports the initiative by participating in the brand’s ‘Pass It On’ social initiative which will see the singer post a short clip across her social channels encouraging her online followers to donate to the cause.
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