Olaoluwakitan Babatunde
On June 10, Afrobeat was at the centre of the world as Grammy Award winner & Pepsi Ambassador Burna Boy performed to thousands of football fans at the Atatürk Olympic Stadium, Istanbul, Turkey, for the UEFA Champion League Kickoff Show Final. Every line between football and music was completely blurred as fans of both interests merged and celebrated the moment.
For Nigerians, it was a historic moment seeing the Afrobeat’s star soaring again at heights once dreamed of. From winning the Grammys to performing at one of the most watched sporting events in the world, Nigerian pride could not have made Nigerians prouder with this latest feat. This iconic moment was made possible by Pepsi. A brand known for championing pop culture in Nigeria and across the world, Pepsi once again created an unforgettable experience for fans at the UCL final and live in Lagos.
Over the years, brand Pepsi has consistently put its customers first and connects leveraging 3 of its strongest pillars. Be it music, football or lifestyle. It understands that where the fans find joy and entertainment, deeper connections can be forged. Achieving this requires working with the individuals who influence this space.
Take for instance the Nigerian music scene, when Pepsi launched the Pepsi Confam campaign, the brand activated its music pillars leveraging a number of its partner platforms and initiatives. A focal point is its Confam December and Confam Gbedu campaign which has leveraged some of Naija biggest music stars and legends such as Afrobeat queen, Tiwa Savage, iconic music maestro Lagbaja and the rave of the moment, the Afrobeats sensation Rema. The successful connection of these two generations, is proof that the brand is at the forefront of Naija music ecosystem.
Understanding how football unites people of diverse backgrounds, the brand once again threw its weight behind the UCL final Kick-Off Show. However, this time, it took a bolder step by celebrating the fans at the center of it all with the #PepsiKickOffShow Challenge.
Launched in March, the challenge had Pepsi ambassadors Lionel Messi and Burna Boy call on fans to display their love for music and football. The luckiest fan would have the opportunity to travel to Istanbul with a partner. The challenge saw seven lucky winners from across the globe granted the once-in-a-lifetime opportunity to perform their best dance moves as part of the Kick-Off Show cast. Nigerian dancer, Adekoya Bolanle became the lucky winner to rep Nigerian on the global stage.
As Burna Boy performed some of his popular hits such as ‘Last Last’ on stage, social media buzzed with glowing comments on how the superstar’s fame continues to grow astonishingly. And with Pepsi behind this latest feat, the brand solidified its remarkable impact on the Nigerian music scene as a powerhouse. The reaction from the live audience here in Lagos was no different, as confam fans garnered across all works of life and converged under one roof to experience unforgettable moments in our music and football history.
Again, the six-minute Kick Off Show emphasized how Pepsi continues to tell captivating stories through the intersection of music and football. It leverages these opportunities to connect with the fans who remain important in these cultural spaces, meeting them where it matters most and ensuring that they are part of history-making moments. It reaffirms its commitment to creating iconic experiences that resonate with fans worldwide.
