Pepsi announced Leah Williamson as a global brand ambassador ahead of the tournament, joining a roster of elite female footballers including Alexia Putellas, Lauren James, Caroline Graham Hansen and Farah Jefry. Williamson captained England throughout the tournament, starting all six games and leading the Lionesses to a dramatic Euro 2025 title, beating Spain on penalties in the final after coming from behind and requiring extra time in all three of England's knockout matches.

The win made Williamson and England back-to-back European Champions, having also lifted the trophy at Euro 2022. Pepsi backed the campaign with a major UK out-of-home push, transforming its "Thirsty For More" billboards nationwide with messages celebrating the Lionesses ahead of the final. In Switzerland itself, Pepsi ran a railway station sampling tour distributing ice-cold Pepsi Zero cans alongside an on-pack ticket promotion, giving fans the chance to win tickets to live tournament matches.

This can captures a genuinely significant moment in English football history, tied to a tournament that delivered one of the most dramatic finals in the competition's history. It joins the FIFA World Cup cans also in the PullTab archive as part of a growing collection of major football tournament memorabilia