Coca-Cola Celebrates 40 Years as UEFA EURO 2028 Sponsor
UEFA and Coca-Cola have officially renewed their partnership, solidifying Coca-Cola’s role as the official global sponsor for UEFA EURO 2028. This collaboration marks 40 years since the beverage giant first partnered with the UEFA European Football Championship in 1988, making it a significant milestone in the tournament’s history.
Coca-Cola’s Role in UEFA EURO 2028
This upcoming tournament will be Coca-Cola’s 11th consecutive edition as a sponsor. As the official non-alcoholic beverage sponsor, Coca-Cola will enhance the fan experience through various marketing initiatives. The agreement allows Coca-Cola exclusive pouring rights in nine host stadiums and official fan zones during the event.
Enhancing Fan Experiences
- Distribution of a variety of products: Coca-Cola, Powerade, water, ready-to-drink coffee, and fruit-based drinks.
- Low-sugar and sugar-free options available for health-conscious consumers.
- Signage and digital branding opportunities, including LED pitch-side advertisements.
Guy-Laurent Epstein, UEFA’s executive director of marketing, expressed enthusiasm about the partnership, highlighting the enduring relationship built on shared memorable moments in football history. He stated that the collaboration aims to create lasting memories and enhance the joy of football for fans across generations.
Commitment to Connection
Javier Meza, Coca-Cola’s Marketing President in Europe, emphasized the brand’s commitment to creating uplifting experiences. He noted that UEFA EURO 2028 celebrates Coca-Cola’s four-decade collaboration with UEFA, reaffirming their mission to connect people through the excitement of football.
This partnership not only underlines Coca-Cola’s dedication to sports marketing but also reflects their ongoing efforts to bring fans closer to the action. As preparations for UEFA EURO 2028 continue, both UEFA and Coca-Cola look forward to delivering an unforgettable experience for fans worldwide.
