- Coca-Cola engages fans with multiple drinks
- The brand connects UK and global audiences
- It follows trends with low- and no-sugar products
Coca-Cola has made a bold play in English football.
In May, the American giant announced a three-year deal with the Premier League. By August, Manchester United, Aston Villa, and Arsenal were added to the portfolio.
These multi-brand partnerships, under the “Soft Drinks Partner” category, cover iconic products like Coca-Cola, Coca-Cola Zero, Diet Coke, Fanta, Fanta Zero, Sprite, and Sprite Zero.
Each partnership promises to celebrate fans’ passion with engaging experiences — in stadiums, through digital activations, and at retail touchpoints.
The common thread? Coca-Cola products placed at the heart of experiences and conversations.
What’s Coca-Cola’s goal?
We don’t have access to the inner details of the deal, but we can draw conclusions by looking at the data and trends.
Sports properties often offer brands a long list of sponsorship rights: some to drive awareness, others to boost sales; some with a local focus, others with a global reach; some inexpensive to activate, others requiring significant investment.
Offering the full package without a clear focus often shows a lack of understanding of the brand’s needs.
For Coca-Cola — one of the most recognized brands on the planet — becoming a front-of-shirt sponsor isn’t a logical move. According to Business Insider, 94% of the world’s population recognizes its iconic logo. Awareness isn’t the issue.
But increasing relevance — for both existing products and new launches in strategic markets — is another story.
Based on public announcements, brand materials, and market insights, the strategy seems to focus on:
A multi-product journey. The partnerships aim to enrich the fan experience with different refreshment brands, creating memorable moments on matchdays and beyond the 90 minutes.
Local, regional, and global reach. Aston Villa strengthens Coca-Cola’s local footprint in the UK, while Arsenal, Manchester United, and the Premier League unlock audiences across Europe and worldwide.
Key local markets. London (9.6M), Manchester (2.8M), and Birmingham (2.7M) — the UK’s largest urban areas, according to The Star — offer unique opportunities to engage with massive fan bases.
Exposure and neutrality. The combination of the Premier League’s global impact with clubs’ IP rights reinforces the brand’s mission to bring people together without taking sides with any specific club.
Riding soft drinks trends. In Europe, 62% of consumers bought carbonated soft drinks in 2024, with Gen Z leading demand growth for healthier, low- or no-sugar options. Brands like Coke Zero, Diet Coke, Fanta Zero, Sprite No Sugar, and Sprite Zero are perfectly positioned to meet this trend.
Innovation through sport. Sports partnerships give Coca-Cola a platform to introduce new products to mass audiences. In 2024, the sports category grew by 4.1%, supporting the launch of innovative flavors.
A key European market. Great Britain is Coca-Cola’s third-largest market in Europe, representing 16.3% of revenue in 2024. UK consumers are also among the biggest drivers of low- and no-sugar beverage demand.
Coca-Cola knows exactly why it made this investment and what it wants to achieve.
From an outside perspective, it’s clear that market dynamics are shaping its sponsorship approach to stay relevant and meet evolving consumer needs.
Where football unites, Coca-Cola refreshes.
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