UEFA and Coca-Cola have renewed their long-standing partnership that sees the beverage maker return as an official global sponsor of UEFA EURO 2028, making it the official non-alcoholic beverage sponsor of Europe’s flagship men’s national team competition.
Since first partnering with the UEFA European Football Championship in 1988, Coca-Cola has been a part of the tournament’s most memorable moments. This latest agreement – the 11th consecutive edition the brand has supported – is part of Coca-Cola’s experience marketing model, bringing fans closer to the action across product, retail, live and digital. The 2028 partnership will feature exclusive pouring rights in the nine host stadiums and the official fan zones and fan villages during the tournament, as well as LED pitch-side branding and digital rights.
Fans will be able to enjoy a variety of Coca-Cola products including Coca-Cola, Powerade, water and ready-to-drink coffee and fruit-based drinks, with low and sugar-free options.
Guy-Laurent Epstein, UEFA executive director of marketing, said: “Since 1988, Coca-Cola has been a proud supporter of the UEFA European Football Championship, sharing in its most iconic moments and bringing fans together through the joy of football. Together, we have created lasting memories for fans across generations. As we embark on our 11th consecutive tournament together, we look forward to continuing this remarkable partnership and delivering even more memorable experiences for supporters around the world.”
Javier Meza, Marketing President at Coca-Cola in Europe, said: “UEFA EURO 2028 will mark 40 years of Coca-Cola’s collaboration with UEFA, and we’re excited to be part of this iconic tournament once again. We will proudly refresh and inspire fans – in stadiums, fan zones, and at home – with our diverse range of Coca-Cola beverages. 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.
