NYON, Switzerland (AP) — In an exciting development for fans of women's soccer, UEFA has announced that pre-game concerts will be introduced at the major finals in European women's soccer, beginning next season. This initiative is part of a significant five-year sponsorship renewal with PepsiCo that was revealed on Tuesday.

Under this agreement, each final in the UEFA Women’s Champions League will feature kickoff shows, enhancing the matchday experience for attendees. This exciting addition will continue through 2030 and also includes the much-anticipated 2029 European Championship. The move aims to elevate the status and visibility of women's soccer on a global scale.

The tradition of pre-game concerts has been part of the men's Champions League finals, starting with Alicia Keys' memorable performance at the 2016 final held at San Siro in Milan. Subsequent finals saw big-name artists like Dua Lipa grace the stage in 2018 in Kyiv, showcasing how music can enrich the atmosphere surrounding these high-profile soccer events.

“Beyond the finals, Pepsi will bring immersive entertainment to every UEFA Women’s Champions League knockout round starting from the quarterfinals onward,” UEFA stated in their official announcement. This means that fans can look forward to enhanced experiences not just during the finals but throughout the knockout stages of the competition, making the matches even more thrilling.

Next season, the Women’s Champions League will undergo a significant revamp, adopting the same league format that debuted this season for the men’s competition. This change is expected to culminate in an exciting final that will take place at Norway’s national stadium in Oslo, marking a new chapter for the tournament.

PepsiCo is no stranger to high-profile sponsorships, having previously been the title sponsor of the Super Bowl halftime show for a decade. Notable performances included those by hip-hop icons Dr. Dre, Snoop Dogg, Mary J. Blige, Kendrick Lamar, Eminem, and 50 Cent during the February 2022 game. This rich history indicates Pepsi’s commitment to delivering top-notch entertainment experiences across various platforms.

UEFA highlighted that PepsiCo is the first major sponsor to renew its partnership for the 2025-30 period, marking a significant milestone in their collaboration. The deal not only supports the Women’s Champions League but also promotes Lay’s and Gatorade, further diversifying its impact on sports and entertainment.

In addition to the Champions League, the agreement extends to the UEFA European Women’s Under-19 and Under-17 Championships, as well as the UEFA Women’s Futsal EURO. Furthermore, PepsiCo will support UEFA’s Together #WePlayStrong program, which aims to encourage more girls and women to participate in soccer, fostering inclusivity and growth within the sport.

It's noteworthy that until 2018, the Women’s Champions League final was traditionally held in the same city as the men’s final, serving as a curtain-raiser event. However, since 2019, the women’s competition has been granted its own distinct city and stage, allowing it to shine in its own right.