Contract details
Start date:
End date:
Status:
2019
2021
Official soft drink partner
Leagues and Tournaments:
Coca-Cola’s Partnership with the Premier League: A Comprehensive Overview
In September 2018, the Premier League and Coca-Cola Great Britain announced a three-and-a-half-year partnership set to commence in January 2019. This collaboration marked Coca-Cola’s inaugural sponsorship with the Premier League, aiming to engage fans nationwide through various initiatives, including a Premier League Trophy Tour. The partnership encompassed multiple brands within Coca-Cola’s portfolio, featuring a range of beverages such as sparkling soft drinks, water, and fruit-based drinks, with an emphasis on low and no-sugar options.
🎉 ⚽️ 🎉 We are thrilled to announce that from January 2019 we will be an official partner of the @PremierLeague! We can’t wait to bring fans closer to the game, with a drink for every taste and a nationwide Premier League tour. #PL #tastethefeeling pic.twitter.com/0IaJ3Irut5
— Coca-Cola GB (@CocaCola_GB) September 13, 2018
Fan Engagement Initiatives
As part of the partnership, Coca-Cola launched several campaigns to enhance the matchday experience for football fans. Starting on 10 August 2020, Coca-Cola European Partners introduced an on-pack promotion offering fans the chance to win their favorite Premier League team’s new club shirt. This promotion was available across selected packs of Coca-Cola Original Taste and Coca-Cola Zero Sugar and was supported by a multi-million-pound marketing campaign, including radio, digital activity, out-of-home advertising, and point-of-sale materials.
In a heartwarming initiative ahead of the 2020/21 Premier League season, Premier League stars such as Harry Kane, Marcus Rashford, and Alex Oxlade-Chamberlain surprised deserving fans by delivering special gifts to their doorsteps. These fans were recognized for their love of the game and contributions to their families and local communities during the COVID-19 lockdown. The players presented them with a Coca-Cola ‘Watch From Home’ gift box, which included their club’s new Premier League shirt and Coca-Cola Zero Sugar products.
Conclusion of the Partnership
The partnership between Coca-Cola and the Premier League concluded at the end of the 2020/2021 season, earlier than the initially planned three-and-a-half-year term. While specific reasons for the premature conclusion have not been publicly detailed, it is noted that Coca-Cola has a history of adjusting its sponsorship strategies.
Stay updated with the latest sponsorship news. Follow SponsorsGo on social media: