The 2023 UEFA Champions League Final Kick-Off Show by Pepsi is full of surprises, including a three-month-long #PepsiKickOffShow challenge in partnership with TikTok.
With the UEFA Champions League Final scheduled for June 10, the extensive TikTok creative content campaign will see fans get a chance to showcase their dance and football skills on stage at the game.
Considering this is Pepsi’s first collaboration with TikTok as its main media channel, it's no surprise that the announcement was made with a bang.
Multi-platinum-selling singer and Pepsi’s musical headliner for the UEFA Champions League Final Kick-Off Show Burna Boy took to the social media app with other legendary Pepsi ambassadors Leo Messi, Vini Jr and Leah Williamson to announce the campaign challenge and encourage fans to share their best skills online with the hashtag #PepsiKickOffShow.
"The UEFA Champions League Final Kick-Off Show is a significant part of our joint efforts with Pepsi, providing an incredible opportunity to reach new and younger audiences with some of the biggest names and rising stars in music,” commented UEFA marketing director Guy-Laurent Epstein.
With the growing global popularity of TikTok challenges, Pepsi is leveraging the enthusiasm of audiences worldwide to bolster fan engagement and attract attention to the event in Istanbul.
Although this is the seventh year of Pepsi’s role in the UEFA Champions League Final Kick-Off Show, it is the first time that the brand is launching a campaign that lasts longer than three weeks. The opening ceremony and Burna Boy’s performance will air in over 200 countries and territories, minutes before the football season officially begins.