Coca-Cola Extends Partnership With UEFA as Official Non-Alcoholic Beverage Sponsor of UEFA EURO 2028.

Roger Hampel

Image: UEFA | Coca-Cola at UEFA Euro 2024

UEFA has announced that Coca-Cola will return as an official global sponsor of UEFA EURO 2028, marking the 11th consecutive edition of the tournament supported by the beverage company. The agreement builds on a partnership that began in 1988, making EURO 2028 the 40-year milestone in one of European football’s most enduring commercial relationships.

Long-Standing Partnership Enters Its Fourth Decade UEFA Coca-Cola

Coca-Cola’s renewed deal designates the company as the official non-alcoholic beverage sponsor of UEFA EURO 2028, which will be hosted across the United Kingdom and the Republic of Ireland.

The agreement includes:

• Exclusive pouring rights across all nine host stadiums

• Presence in official fan zones and fan villages

• LED pitch-side branding

• Global digital rights and fan-engagement activations

Fans attending matches and fan events will have access to a range of Coca-Cola beverages, including Coca-Cola, Powerade, water, ready-to-drink coffee and fruit beverages, with both low-sugar and sugar-free options.

UEFA Highlights Shared Legacy

UEFA’s executive director of marketing, Guy-Laurent Epstein, acknowledged the longevity and scale of the collaboration:

“Since 1988, Coca-Cola has been a proud supporter of the UEFA European Football Championship. Together, we have created lasting memories across generations. As we embark on our 11th consecutive tournament together, we look forward to delivering even more memorable experiences for supporters.”

Coca-Cola’s presence has been featured in some of the tournament’s most iconic moments, from the 1988 finals in West Germany to recent editions with extensive digital integrations.

Coca-Cola Emphasizes Fan Experience and Brand Mission

Javier Meza, Marketing President for Coca-Cola in Europe, framed the renewed agreement as part of the brand’s broader experience-driven marketing strategy:

“UEFA EURO 2028 will mark 40 years of Coca-Cola’s collaboration with UEFA. We will proudly refresh and inspire fans in stadiums, fan zones, and at home. 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 company will activate its rights across retail, live events, digital channels, and in-venue touchpoints, continuing its evolution from traditional stadium advertising to multi-platform consumer engagement.