Global drinks giant Coca-Cola has today announced a partnership extension with European soccer’s governing body UEFA covering the next European Championship men’s national teams tournament.
Under the new deal, Coca-Cola will return as an official global sponsor of Euro 2028, serving as the official non-alcoholic beverage sponsor of the tournament, taking place across the United Kingdom and Ireland.
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The drinks heavyweight has sponsored every edition of the Euros since 1988, most recently serving as a global sponsor of Euro 2024 in Germany.
The new deal features exclusive pouring rights in the nine host stadiums and official fan zones and fan villages during the tournament, as well as LED pitch-side branding and digital rights.
UEFA said a variety of Coca-Cola products will be available, including Coca-Cola, Powerade, water, and ready-to-drink coffee and fruit-based drinks, with low and sugar-free options.
Euro 2028 will mark 40 years of Coca-Cola's partnership with UEFA.
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By GlobalDataAlongside its long-standing partnership with UEFA, Coca-Cola has an extensive foothold in the sport, having secured several major agreements.
In May, the drinks brand reunited with England’s top-tier Premier League, becoming the league’s official soft drink sponsor through the 2027-28 campaign. The pair previously had a three-year partnership from 2018-19 to 2020-21.
It also served as a partner of this year’s revamped FIFA Club World Cup competition, whilst also extending a long-running tie-up with German soccer's DFB governing body, and extending its partnership with German club Borussia Dortmund until 2028.
Since securing its partnership with the Premier League, Coca-Cola has ramped up its presence through several club deals with Arsenal, Aston Villa, and Manchester United, while renewing its agreement with Liverpool last week.
Earlier this year, UEFA confirmed that the four host nations for Euro 2028 will feature in the qualifying stage for the tournament and will not be granted automatic entry, with England, the Republic of Ireland, Scotland, and Wales drawn into separate groups.
