October 26 – Coca-Cola has become a global sponsor of Euro 2024, UEFA confirmed on Wednesday.
The soft drink giant continues its long attachment to Europe’s flagship tournament with the partnership, having first sponsored the European championship in 1988.
The agreement covers exclusive pouring rights at the 10 host stadiums in Germany as well as at the fan zones and fan villages during the tournament.
“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,” said UEFA marketing director Guy-Laurent Epstein. “We look forward to building upon this heritage and continuing this journey together.”
The terms of the deal were not disclosed, but Coca-Cola becomes the eighth global sponsor of the tournament after Adidas, Alipay, Atos, Engelbert Strauss, Hisense, Lidl and Vivo.
Coca-Cola’s fastest growing product, Coca-Cola Zero Sugar, will have lead brand presence. Powerade, Coca-Cola’s sports drink, will hydrate the players on the field.
Coca-Cola’s Europe vice-president Javier Meza added: “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.”
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