Pepsi MAX is unlocking football enjoyment where fans would least expect it and London will be the first to host its Hidden Pitches tour, as the brand embeds itself in the UEFA Champions League Final returning to Wembley – excitingly for the first time in 13 years.

Pepsi MAX will unveil the most unique Hidden Pitch on London’s Southbank. Passers-by 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 will dispense footballs. When the ball is released, a laser display will project a 2v2 pitch outline onto the street, marking the start of a 10-minute, 2v2, match session.

The Hidden Pitch is open to the public for one day only, on May 17 from 7pm until 11pm. Football fans and onlookers will be able to engage in an unconventional style of gameplay, redefining the boundaries of the game. That game may be a crossbar challenge, a gentle kick around, a classic penalty shootout or an all-in 2v2 match. (Fans might even spot a familiar football face.)

Pepsi MAX is a long-standing tournament sponsor of the UEFA Champions League. As such, it is 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 debut in London, the Pepsi MAX Hidden Pitches will embark on a UK tour, visiting Chavasse Park in Liverpool on May 23 before travelling to Cathedral Gardens in Manchester on May 25.