Global drinks giant Coca-Cola has today announced a partnership extension with European soccer’s governing body UEFA covering next year’s European Championship men's national teams tournament.
Through the new deal, Coca-Cola has become a global sponsor of Euro 2024, which will take place across 10 cities in Germany between June 14 and July 14, 2024. The drinks heavyweight has kept up its record of partnering with every edition of the Euros since 1988.
The tie-up covers exclusive pouring rights at all host stadiums, fan villages, and fan zones, as well as “LED pitch-boarding exposure and digital rights.”
Coca-Cola joins the following brands as global sponsors of next year’s Euros: Alipay, Atos, Engelbert Strauss, Hisense (the most recent tie-up unveiled), Lidl, and Vivo.
National partners of the 24-team event, meanwhile, include German brewery Bitburger, telecoms giant Deutsche Telekom, railway transportation provider Deutsche Bahn, insurance company Ergo, and poultry company Wisenhof.
Coca-Cola products to be made available at the Euros will include “sparkling beverages, sports drinks, water, ready-to-drink coffee, and fruit-based drinks.”
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Guy-Laurent Epstein, marketing director at UEFA, has said: “Coca-Cola has played an essential role in the competition by uniting people and providing fans with unforgettable and innovative experiences. We look forward to building upon this heritage and continuing this journey together.”
Javier Meza, Coca-Cola Europe’s senior marketing vice president, added: “We are excited to be continuing our support with UEFA Euro 2024 in Germany and aligning our brand with such an iconic global sporting occasion, where the magic of human connection comes to life through those shared passionate moments of anticipation and jubilation from fans and football players alike.”
Earlier this month, Coca-Cola and sailing’s elite America’s Cup unveiled a commercial partnership, while in July, the brand signed a “transformative” long-term partnership with the US Soccer Federation to aid the growth of the game in the US.