Newcastle United and Coca-Cola Launch Multi-Year Partnership.

Roger Hampel

Image: Newcastle United

Newcastle United has signed a multi-year partnership with Coca-Cola, naming the company the club’s Official Soft Drinks Partner and presenting partner of the St. James’ STACK fanzone.

The agreement combines beverage category rights with a dedicated activation platform at the club’s entertainment venue next to St. James’ Park. Coca-Cola will use the space for live music, interactive fan experiences, giveaways and hospitality throughout the season.

Coca-Cola Takes Presenting Rights to St. James’ STACK Newcastle

A central part of the agreement is Coca-Cola’s presenting partnership of St. James’ STACK, Newcastle United’s matchday fanzone and entertainment hub.

Planned activations include live music performances, interactive fan zones, matchday giveaways and VIP experiences.

The partnership will also extend into digital content, with Newcastle and Coca-Cola planning creator-led formats alongside conventional sponsorship rights.

That gives Coca-Cola assets across both physical matchday activation and digital distribution, with St. James’ STACK serving as the main venue for the partnership.

Partnership Extends Beyond Matchday

Newcastle said the agreement will incorporate football, music and culture into content and supporter experiences designed to operate beyond individual fixtures.

The digital component will use creators to produce and distribute content around the partnership, providing an additional route to audiences outside St. James’ Park.

Coca-Cola also gains access to Newcastle United’s international audience as the club continues to expand its commercial partner portfolio.

Executive Comments

Dave O’Connor, Chief Revenue Officer at Newcastle United, said:

“From elevating the matchday experience at St James’ STACK to connecting with new audiences around the world, we’re excited about what we can create together.”

Dusan Stojankic, General Manager at Coca-Cola Great Britain and Ireland, said:

“From the incredible atmosphere at St. James’ Park to the deep connection between the club, the city and its supporters, there is something truly distinctive about it.”