Soft drink rival Coca-Cola GB - an official FIFA World Cup 2002 sponsor - has yet to launch an iTV campaign.
Pepsi's interactive ad builds on its World Cup TV ads, which star Pepsi-backed footballers including England's David Beckham and Brazil's Rivaldo playing Japanese sumo wrestlers for a cooler of Pepsi drinks.
The deal has been brokered by m digital, the new-media arm of media agency MindShare.
The iTV ad will include a Sumo 'Twang' game, which sees players catapult wrestlers into positions on a football field by pressing the red button on the remote control.
The game will be the first to allow users to play without having to leave the broadcast stream and access the Sky Active platform.
All interactive creative was developed by digital production agency Graphico New Media, while Sky Interactive provided integration services.
"We are always investigating new ways to market Pepsi, and digital has been a major component of our football campaign,
said Katie Rawll, Pepsi brand controller. "We are excited about this opportunity to take TV advertising to another level."
'Twang' players can submit their score to enter a competition to win football shirts signed by Beckham and exclusive CD-Roms featuring Pepsi's sponsored 'dream team' players teaching skills.
The campaign is targeting a core demographic of 10- to 15-year-old boys, with a secondary market of 16- to 19-year-olds.
In its latest new-media activity, Coca-Cola GB is this week to launch a microsite (www.coca-cola.co.uk/supersub) to back a TV and cinema ad pushing its World Cup sponsorship.
The ad features an animated three-legged footballer - who has two left feet - being added to the England squad to solve the team's left-sided problem.
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