Coca‑Cola Grows Football Clubs Partnerships Portfolio to Bring Experiences to Fans Across Europe

Collaboration with FC Bayern München, Juventus, Liverpool FC, Paris Saint-Germain and Tottenham Hotspur, among others, will unlock unique and bespoke audience experiences.
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October 5, 2022

Promotional image for the extended partnerships.
Promotional image for the extended partnerships.Coca-Cola


has announced a series of new and extended partnerships with football clubs across Europe. Collaborations with top women’s and men’s football teams from European clubs such as FC Bayern München, Juventus,

Liverpool FC

, Paris Saint-Germain and

Tottenham Hotspur

will give fans access to matchday experiences, hospitality tickets, unique moments with players and limited-edition merchandise prizes. 

In 2023, Coca‑Cola will also use the partnerships to kick off a new campaign to bring football fans across Europe together to enjoy their favorite matchday meals with a Coke. 

The partnerships build on Coca‑Cola’s heritage of supporting football from the grassroots level to the world stage at a pivotal moment in the sporting calendar ahead of the


World Cup 2022. The collaborations focus on Coca‑Cola and Coca‑Cola Zero Sugar to build on the brand’s long-standing association with football while continuing to drive awareness of its sugar-free alternative. 

“Having been an integral part of

the football matchday for decades, we are excited to offer fans the chance to enjoy incredible experiences and unique moments, at home, at bars and restaurants and in the stadiums, as part of our new campaign,” says Michael Willeke, integrated marketing experience director, Coca‑Cola, Europe. “Football has the power to bring people together, and we cannot wait to reward fans across Europe with access to unforgettable moments and a host of benefits that only Coca‑Cola can offer in collaboration with our partners.” 

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