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Borussia Mönchengladbach and Coca-Cola Extend Partnership Through 2029.

Roger Hampel

Borussia Mönchengladbach Coca-Cola
Borussia Mönchengladbach Coca-Cola

Borussia Mönchengladbach, one of Germany's premier football clubs, has announced the early extension of its longstanding partnership with beverage giant Coca-Cola until 2029. This renewal reinforces a relationship that has thrived for nearly six decades, emphasizing stability and mutual appreciation between the two entities.


A Partnership Rooted in History and Trust


The alliance between Borussia Mönchengladbach and Coca-Cola began in 1967, marking a period of sustained collaboration unmatched by many. The recent extension not only celebrates past successes but also sets the stage for future endeavors. Guido Uhle, Executive Officer at Borussia Mönchengladbach, expressed enthusiasm about continuing and expanding this "truly traditional cooperation." He highlighted the mutual respect and esteem that have been the foundation of this partnership.


Expanding the Scope of Collaboration


Starting from the 2024/25 season, the partnership will grow to include the exclusive rights for Coca-Cola to supply sports beverages at the club's home ground, BORUSSIA-PARK. This expansion will see Powerade, a popular sports drink from Coca-Cola, joining the lineup of beverages offered at stadium kiosks, enhancing the variety available to fans on match days.


Moreover, the collaboration will extend beyond beverages. In 2025, BORUSSIA-PARK will host the third edition of the "Coca-Cola Charity Cup," an inclusive football tournament. This event will bring together players from institutions for people with disabilities and sports clubs with inclusive teams. According to Uhle, this tournament is a testament to the shared values of tolerance, team spirit, and respect that Borussia and Coca-Cola uphold.


Celebrating Milestones and Looking Forward


Andreas Laub, Head of Partnerships & Asset Management at Coca-Cola Europacific Partners (CCEP), remarked on the pride and trust that characterize the decades-long partnership. As they approach the 60th anniversary of this alliance, there is a palpable excitement about celebrating this milestone during the ongoing partnership term.


Laub also expressed optimism for the upcoming season, wishing success for Borussia’s players, coaching staff, and the entire club.


Conclusion


The early renewal of the partnership between Borussia Mönchengladbach and Coca-Cola until 2029 underscores a legacy of trust and cooperation. By expanding the scope of their collaboration and committing to community-focused initiatives like the Coca-Cola Charity Cup, both organizations are setting a precedent for how sports and business can collaborate effectively. This partnership not only enhances the matchday experience for fans but also leverages sports as a platform for social inclusion and respect, reflecting the shared values and vision of both Borussia and Coca-Cola.

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