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Coca-Cola strengthens partnership with UEFA ahead of Euro 2024

The drinks giant has sponsored every European Championship since 1988

Global beverage giant Coca-Cola has announced an extension of its partnership with UEFA, the governing body for European football. This move solidifies Coca-Cola's position as a global sponsor for next summer's European Championship in Germany.

Coca-Cola has a long-standing history of partnering with UEFA, having been associated with every edition of the Euros since 1988. The extension of this partnership for Euro 2024, which is set to take place across 10 cities in Germany from June 14 to July 14, 2024, further cements this relationship.

Exclusive rights and benefits

As part of the deal, Coca-Cola has secured exclusive pouring rights at all host stadiums, fan villages and fan zones. This means that Coca-Cola products will be the only beverages available at these venues. Additionally, the company will also enjoy LED pitch-boarding exposure and digital rights.

The range of Coca-Cola products to be made available at the Euros will include sparkling beverages, sports drinks, water, ready-to-drink coffee and fruit-based drinks.

Guy-Laurent Epstein, marketing director at UEFA, said:

“Coca-Cola has played an essential role in the competition by uniting people and providing fans with unforgettable and innovative experiences. We look forward to building upon this heritage and continuing this journey together.”

Other global sponsors of Euro 2024

Coca-Cola joins an elite group of brands that have also signed on as global sponsors for next year's Euros. These include:

  • Alipay
  • Atos
  • Engelbert Strauss
  • Hisense
  • Lidl
  • Vivo

Javier Meza, senior marketing vice president for Coca-Cola Europe, added:

“We are excited to be continuing our support with UEFA Euro 2024 in Germany and aligning our brand with such an iconic global sporting occasion, where the magic of human connection comes to life through those shared passionate moments of anticipation and jubilation from fans and football players alike.”

National partners for the event

In addition to the global sponsors, several national partners have also come on board for the 24-team event. These include:

  • Bitburger, a German brewery
  • Deutsche Telekom, a telecoms giant
  • Deutsche Bahn, a railway transportation provider
  • Ergo, an insurance company
  • Wisenhof, a poultry company

The partnership extension between Coca-Cola and UEFA is a testament to the enduring relationship between the two entities. It also underscores the importance of such high-profile sporting events in providing a global platform for brands to reach out to their target audience.

As football fans gear up for Euro 2024, they can look forward to enjoying a range of Coca-Cola products at the event venues.

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