Adam is the Senior Director of Global Sports Marketing at PepsiCo and leads their UEFA Partnership across the Women’s and Men’s game.
Adam’s responsibilities span PepsiCo’s Beverages & Foods Portfolio in a one-of-a-kind multi brand partnership with UEFA including the UEFA Champions League (Men and Women’s) and UEFA Women’s Football across core brands Pepsi, Lay’s and Gatorade. PepsiCo has long-established partnerships across sport and entertainment in the Unites States (notably the NFL & NBA), but through Adam’s leadership, the UEFA property is now consistently activated in over 100 markets every year, making it PepsiCo’s biggest ever global platform.
Adam is a leader who strives to continually raise the bar in bold and progressive ways.
In 2020, Adam led PepsiCo into being the first of UEFA’s incumbent partners in Men’s Football to make a long-term investment to UEFA Women’s Football. Since then, PepsiCo’s brands have adopted a ‘One Game’ approach to all their global football comms & activations supporting the rapid growth of the Women’s UCL and helping to contribute to the game changing Women’s EURO in the Summer of 2022.
Adam is leading the charge in fusing PepsiCo’s sports platforms with their sustainability ambitions by launching Lay’s RePlay – a global initiative which turns used Lay’s crisp packets into football pitches for disadvantaged communities. Four pitches have been launched in South Africa, the UK, Brazil, and Italy with many more pitches due to be opened in 2022/23.
Adam also puts a great focus on driving tech led innovation. One great example of this is the recent ‘Messi Messages’ – which used artificial intelligence, drove consumer personalisation and won a Cannes Lion award in 2021.
