Coca-Cola in Premier League deal

13 Sep 2018

By: Sport Industry Group

Coca-Cola has announced a new three-and-a-half-year partnership with the Premier League, which will come into effect in January 2019. 

The partnership will see Coca-Cola work with the Premier League and its fans across the country, with an emphasis on enhancing the fan experience through physical and digital activations including a first, nationwide Premier League trophy tour. 

The two parties will also collaborate on ongoing programmes to promote sustainability and recycling, with more details to be unveiled in early 2019. 

The partnership is the first that Coca-Cola Great Britain plans to activate across multiple brands, showcasing a range of drinks including sparkling soft drinks, water and fruit-based drinks, with low and no-sugar options.

Commenting on the agreement, Jon Woods, general manager of Coca-Cola Great Britain and Ireland said, “We have a long and rich history supporting football at all levels, from the grassroots to the world stage. 

“The Premier League is one of the most diverse leagues in the world and unites people with a shared passion for football and we’re looking forward to working together to help bring fans to closer to the action. 

“The partnership gives us an opportunity to showcase the range of drinks we offer which we are proud to make here in Great Britain and will help us to raise awareness of our no sugar drinks.”

Richard Masters, managing director of the Premier League, added: “Coca-Cola is a global brand that has an excellent track record of sponsorship in football, from multiple World Cups to several years partnering with the English Football League. 

“We are excited that this is Coca-Cola Great Britain’s first portfolio-wide partnership and they will be bringing it to life across a range of brands. 

“We know from their previous campaigns in sport they are excellent at communicating to fans across the globe and they have some exciting ideas – including a nationwide Trophy Tour – that will see the League benefit from their huge reach in the UK and across the world.”

The Coca-Cola Company has a long track-record in football on a national and worldwide scale, including a six-year partnership of the English Football League, which was activated via high-profile campaigns such as 'Win A Player' and 'Club Colours'.  The brand is also a long-term partner of FIFA World Cup.

Earlier this year, Coca-Cola European Partners announced a new five-year deal with the London Stadium to become the venue’s official soft drinks partner.