The governing body of football in Europe, the UEFA has announced a partnership extension with the leading multinational soft drink brand, Coca-Cola for the UEFA EURO 2024.
According to the agreement extension, Coca-Cola has been named the official global sponsor of the marquee European multinational tournament that will take place in Germany from June 14.
#EURO2024 🤝@CocaColaCo
— UEFA (@UEFA) October 25, 2023
🎉 We are excited to announce that Coca-Cola is now an official partner of next summer's EURO in Germany! Coca-Cola has been our partner of since 1988, and we are excited to continue this long-term partnership.
Find out more: ⬇️ @EURO2024
The agreement will help the brand install its pouring stations at the 10 stadiums of the competition, fan zones, and fan villages, along with the placement of the branding on the LED perimeters and the digital rights. The partnership between the two entities was first initiated in 1988.
Commenting on the new partnership, Guy-Laurent Epstein, UEFA Marketing Director, said, “We are excited to welcome back Coca-Cola as a sponsor for UEFA EURO 2024. For more than three decades, 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.”
Javier Meza, Marketing Senior Vice President at Coca-Cola in Europe, stated, “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.”
Before this pact, the organisation signed partnerships with brands such as Ergo, Engelbert Strauss, Lidl, Deutsche Bahn, Hisense, Deutsche Telekom, Bitburger, and WIESENHOF.
The Coca-Cola Company creates Coca-Cola, sometimes known as Coke, which is a carbonated soft drink. In terms of overall revenue, it came in at number 87 on the 2018 Fortune 500 ranking of the biggest American firms. Coca-Cola ranked as the sixth most valuable brand globally in 2020 according to Interbrand’s “best global brand” survey.