Pepsi et Alicia Keys en concert pour la finale de l’UEFA Champions League

alicia keys pepsi finale ligue des champions

L’UEFA et Pepsi ont annoncé que, pour la toute première fois, la finale de la Ligue des champions de l’UEFA verra un artiste mondial donner un concert dans le cadre de la cérémonie d’ouverture qui aura lieu le 28 mai au stade Giuseppe Meazza de Milan. En l’occurence, Pepsi a confirmé qu’Alicia Keys jouera en direct, en amont de la finale, diffusée dans plus de 220 pays !

pepsi alicia keys finale ligue des champions

Partenaire de la Ligue des Champions depuis 2015, Pepsi a donc décidé de dupliquer son modèle d’activation du SuperBowl en mettant en oeuvre une activation où l’entertainment et la musique sont au coeur. « La musique, le divertissement et le sport ont toujours été de vivaces éléments de l’ADN de Pepsi. Nous sommes la marque qui a inventé le marché du divertissement et nous continuons à repousser les limites de la créativité », a déclaré Carla Hassan, vice-présidente principale de la gestion de la marque mondiale, Global Beverage Group, PepsiCo. « En créant pour la première fois une scène de rayonnement mondial dans le cadre de la finale de la Ligue des champions de l’UEFA, Pepsi va offrir un moment historique inoubliable qui va attirer un nombre encore plus grand de supporters sur le terrain, rendre encore plus palpitante la finale 2016, et poser les bases d’une nouvelle tradition pour l’un des évènements sportifs les plus prisés au monde. »

Alors que cette activation devrait permettre à Pepsi d’asseoir encore plus son association à la compétition et sa notoriété en Europe (vs. son ennemi de toujours Coca-Cola, partenaire de l’UEFA EURO 2016), l’UEFA y trouve aussi son compte puisque comme le dit Guy-Laurent Epstein, Directeur Marketing de l’UEFA : « Le spectacle d’une artiste si respectée et connue dans le monde entier en guise d’ouverture de la finale de la Ligue des champions de l’UEFA va être un autre attrait de poids pour le match, qui va ainsi toucher une plage démographique de public plus large. En définitive, cela va consolider la dimension mondiale de la Ligue des champions de l’UEFA. »

Progressivement, la musique commence à faire son trou comme nouvelle dimension d’activation de certaines marques ou nouveau produit à commercialiser pour les ayant droits en Europe. En France, pas plus tard que le 23 avril dernier, Maitre Gims, l’un des artistes français les plus écoutés sur Spotify, chantait en lever de rideau de la finale de la Coupe de la Ligue.

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