Coca-Cola has renewed its long-standing partnership with UEFA, becoming an official global sponsor of UEFA EURO 2028. The agreement marks 40 years of collaboration between the beverage giant and European football’s governing body, a relationship that began at the 1988 European Championship and has since become one of sport’s most enduring brand alliances.
Under the new deal, Coca-Cola will serve as the official non-alcoholic beverage sponsor of the tournament, securing exclusive pouring rights across the nine host stadiums, official fan zones, and fan villages. The partnership also covers LED pitch-side visibility, broadcast integrations, and digital activations throughout the competition.
Fans will be able to enjoy Coca-Cola’s full beverage portfolio, including Coca-Cola, Coca-Cola Zero Sugar, Powerade, and a range of water, fruit-based, and coffee drinks, across venues. The company’s emphasis on low- and no-sugar options complements UEFA’s broader sustainability and health-driven event strategy.
Guy-Laurent Epstein, UEFA Executive Director of Marketing, praised the renewed alliance and said, “Since 1988, Coca-Cola has been a proud supporter of the UEFA European Football Championship, sharing in its most iconic moments and bringing fans together through the joy of football. Together, we have created lasting memories for fans across generations. As we embark on our 11th consecutive tournament together, we look forward to continuing this remarkable partnership and delivering even more memorable experiences for supporters around the world.”
Javier Meza, Marketing President at Coca-Cola in Europe, added, “UEFA EURO 2028 will mark 40 years of Coca-Cola’s collaboration with UEFA, and we’re excited to be part of this iconic tournament once again. We will proudly refresh and inspire fans – in stadiums, fan zones, and at home – with our diverse range of Coca-Cola beverages. This partnership supports our mission to bring people together, and we look forward to creating uplifting experiences that bring fans even closer to the action.
The renewed partnership further cements Coca-Cola’s reputation as one of the most visible and committed sponsors in global sport. Beyond UEFA competitions, the company’s global football portfolio includes partnerships with Cricket West Indies, Manchester United, Liverpool FC, and Napoli, among others. Coca-Cola also serves as an official Premier League partner and has recently expanded its presence across North American sports through collaborations with franchises like Pittsburgh Penguins.
UEFA EURO 2028 will be jointly hosted by the United Kingdom and the Republic of Ireland, with matches staged across venues in England, Scotland, Wales, Northern Ireland, and Ireland. The event is expected to attract millions of fans both in person and via global broadcasts, offering Coca-Cola and UEFA a massive platform for fan engagement, cultural connection, and storytelling.
Coca-Cola joins Macron and Secutix among the early confirmed partners of UEFA EURO 2028, as UEFA continues to build a diverse and global sponsorship portfolio ahead of the highly anticipated tournament.
The Coca-Cola–UEFA relationship stands as a rare case study in long-term brand consistency and adaptability, evolving with generations of fans while staying true to its mission of uniting people through sport, refreshment, and shared celebration.
