German soccer’s top-flight Bundesliga has announced a new three-season partnership with soft drinks giant Coca-Cola.
Through the agreement, the brand will serve as the official beverage partner of the league until June 30, 2029.
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In addition to various licensing and marketing rights, the collaboration also includes digital packages.
The tie-up builds on Coca-Cola's presence in German soccer, with the brand having partnerships with many clubs in the Bundesliga and second-tier 2. Bundesliga for decades.
Last month, the company extended its long-running deal with Bundesliga champions Bayern Munich until 2034.
Peer Naubert, chief commercial officer and member of the management board of Bundesliga Media, the Bundesliga subsidiary, said: “The combination of global reach and local roots is an excellent fit for the Bundesliga and makes this partnership so special.
“Together, we want to harness the power of football to inspire fans with creative activations.”
John Galvin, chairman of the management board of Coca-Cola Europacific Partners Germany, added: “The Bundesliga thrives on strong clubs that are closely connected to their regions, and that's precisely where Coca-Cola is firmly rooted with 23 locations and more than 6,000 employees.
“Almost all of the approximately 60 beverages offered in Germany are produced domestically. This partnership thus connects the people in the regions with our local production and value creation.”
Meanwhile, the Bundesliga has reportedly held talks with a US investment firm to secure a €1 billion ($1.1 billion) loan.
According to The Athletic, league representatives held a meeting with Apollo Sports Capital in New York in June to discuss the framework of a loan over 20 years, guaranteed against the league’s future domestic broadcasting revenue.
The report states that the proposal was not the result of any tender process, nor would it involve any transfer of equity.
Any potential agreement would also be subject to a vote among the 36 member clubs of the two Bundesliga divisions and require a two-thirds majority to be accepted.
This would represent the latest step by the league to secure funds from an external party, which has been a long and contentious issue.
The Bundesliga has been seeking outside investment for several years, but previous plans to bring in a private equity partner were thwarted on multiple occasions by teams and fans.
Most recently, in 2024, the league body shared plans to bring in an external equity partner – which would have taken a share of up to 8% in the broadcast rights of the Bundesliga and Bundesliga 2 over 20 years, for around €1 billion – but was ultimately scrapped following mass fan protests.
A majority of the league’s supervisory board had also voted in favor of seeking out a new strategic marketing partnership in November 2023, with clubs then supporting the idea – 24 out of 36 teams voted it through – a month later.
Overall, Germany’s top two professional leagues – known until 2026 as the DFL – sought outside investment in their media rights three times – with a prior attempt in May 2023 also abandoned following fan protests.
Bar a few unpopular exceptions, German clubs adhere to a strict fan ownership model known as the ‘50+1 rule’, and German fans are among the most organized in Europe when protesting actions they deem as detrimental to the integrity of the league.
Earlier this year, however, the Bundesliga agreed a strategic partnership with Adidas that will see the sportswear giant invest €100 million into the country’s top two divisions.
As part of the multi-faceted tie-up, Adidas will provide the Bundesliga with a loan facility of €100 million.
The long-term investment objectives and the use of funds to strengthen central marketing will be jointly decided by the league’s executive committee and its 36 clubs.
Apollo Global Management launched its Apollo Sports Capital arm in September 2025 and quickly followed that up by purchasing a majority stake in major Spanish club Atletico Madrid.
The firm claims its managed funds have deployed approximately $17 billion in the broader space, including investments in sports and entertainment companies, media rights, and stadium and league financings.
Apollo is also reportedly among multiple funds attempting to acquire a stake in Serie A's overseas media rights, with the Italian league willing to sell up to 49% of a new business unit.
