Coca-Cola Extends UEFA Partnership, Securing Exclusive Beverage Sponsorship Through โEuro 2028
Coca-Cola has solidified its longstanding relationship with theโ Union of European โFootball Associations (UEFA), extending itsโค exclusive non-alcoholic beverage sponsorship through the Euro 2028 tournament. Theโ renewal, announcedโ today, continues a partnership that โฃbegan in 1988, marking four โdecades of collaborationโ and cementing Coca-Cola’sโค presence โat one of the world’s premier sporting events.
The comprehensive sponsorship package grants Coca-Cola exclusive pouring rights across all nine tournament stadiums, official fan zones, and digital โplatforms. Beyond its conventional soda offerings,the company will prominently feature reduced-sugar options,alongside Powerade,water,and coffee,reflecting evolving consumer preferences and UEFA’s sustainability goals.
This latest agreement underscores โฃCoca-Cola’s โขcontinued investment in major sporting sponsorships โฃas a core component of its marketing strategy.The company’s enduringโฃ alliance with UEFA highlights a successful model of brandโ buildingโข through large-scale events and strategic product adaptation.coca-Cola’s commitment โto the partnership signals confidence inโ the enduring appeal of itsโฃ brand and โits ability to connect with consumers globally.