Coca-Cola Extends UEFA Partnership, Securing Exclusive Beverage Sponsorship Through Euro 2028
Coca-Cola has solidified its longstanding relationship with the Union of European Football Associations (UEFA), extending its exclusive non-alcoholic beverage sponsorship through the Euro 2028 tournament. The renewal, announced today, continues a partnership that began in 1988, marking four decades of collaboration and cementing Coca-Cola’s presence at 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 platforms. 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 Coca-Cola’s continued investment in major sporting sponsorships as a core component of its marketing strategy.The company’s enduring alliance with UEFA highlights a successful model of brand building through large-scale events and strategic product adaptation.coca-Cola’s commitment to the partnership signals confidence in the enduring appeal of its brand and its ability to connect with consumers globally.