Paris Saint-Germain (PSG) have become the latest major European soccer club to announce a commercial deal with soft drink giant Coca-Cola.
The French Ligue 1 champions and the brand have agreed a three-year global partnership running through the 2028-29 season.
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The deal reunites PSG and Coca-Cola, having partnered in the past. The pair first joined forces in 1998 and spent over 20 years working together. Their last contract extension during that initial run was signed in 2018 and lasted until the end of the 2020–21 season.
As part of the agreement, Coca-Cola products will be available inside the Parisian club’s Parc des Princes stadium.
Coca-Cola’s Powerade sports drink will also support PSG through activations centered around athletic performance.
The two parties will also collaborate on numerous fan engagement activities. This will include a new experiential space at Parc des Princes for supporters.
Throughout the season, the space will host fan-focused activations, immersive experiences, and exclusive events.
Coca-Cola will also launch an exclusive limited-edition collector can featuring the club's colors.
In recent months, Coca-Cola extended its long-running deal with Bundesliga champions Bayern Munich until 2034 and announced a league-wide partnership with the German top-flight for three seasons.
Earlier this year, the brand added Italian heavyweights Inter Milan to a European soccer partnerships stable that already includes rivals AC Milan, England’s Arsenal, Aston Villa, Chelsea, Liverpool, and Manchester United, UEFA, and the English Premier League.
In July, Coca-Cola announced a new agreement with Brazil’s CBF governing body that will see it sponsor a slate of domestic competitions for the next two years.
In terms of recent commercial deals for PSG, the club secured new partnerships with technology search engine giant Google, Chinese electric car brand BYD, and Iraq-based telecommunications operator Asiacell, while renewing its long-standing tie-up with international hotel chain Accor.
