Pepsi MAX Hidden Pitch Tour Kicks off Football Frenzy in London

Pepsi MAX is set to unveil the most unique Hidden Pitch on London’s Southbank, unlocking footballing enjoyment for football fans in an area where they’d least expect it. Passersby will have the opportunity to grab a can of Pepsi MAX and scan it at a purpose-built, specialty vending machine with an element of surprise: instead of cans, it’ll be dispensing footballs. Upon ball release, an epic laser display will promptly project a 2v2 pitch outline onto the street, marking the start of a 10-minute, 2v2, match session.

Open to the public for one day only, on May 17th from 7pm until 11pm, the Hidden Pitch will offer onlookers the opportunity to engage in an unconventional style of gameplay, redefining the boundaries of the beautiful game. Whether it’s a crossbar challenge, a gentle kick around, a classic penalty shootout or an all-in 2v2 match - the choice is entirely yours!

With the highly anticipated UEFA Champions League Final taking place at Wembley Stadium this summer for the first time in 13 years, long-standing tournament sponsor Pepsi MAX remains dedicated to improving accessibility and unlocking football enjoyment. The Hidden Pitches initiative forms part of Pepsi MAX’s broader 'Where There's Ball, There's a Way' global football campaign, championing football in every entertaining form; from Kerby, to Altinha, to Panna. 

Neil Ronson, senior marketing manager, Pepsi MAX UK, commented, “We’re beyond excited to launch our Hidden Pitches activation this summer in London, a location steeped in football history. The campaign embodies the essence of football, celebrating its simplicity and universal appeal. All you need is a ball and the desire to play, regardless of skill level or background. We want to inspire everyone to embrace the joy of football, fostering community connections and unforgettable moments.”

Following its highly anticipated debut in London, the Pepsi MAX Hidden Pitches will embark on a UK tour, visiting Chavasse Park in Liverpool on 23rd May before travelling to Cathedral Gardens in Manchester on 25th May.

Pepsi MAX is known for its long existing relationships with some of the most amazing footballing talent in the world…so don’t be surprised if you see a familiar face at the London Hidden Pitches launch…

For more information and updates on the Pepsi MAX Hidden Pitches Tour, and to keep up to date on the brand’s latest football activity ahead of the UEFA Champions League final on June 1st, follow Pepsi MAX’s social channels on Instagram, Twitter and Facebook.