UEFA has named international beverage brand Coca-Cola as the official global sponsor of EURO 2024.
Coca-Cola will also become the official non-alcoholic beverage sponsor of next summer’s football tournament hosted by Germany, kicking off on 14 June, 2024.
This extends UEFA and Coca-Cola’s long-standing relationship pertaining to the European Championship, which dates back over 30 years when the beverage company was a partnering sponsor of the tournament back in 1988.
Guy-Laurent Epstein, UEFA Marketing Director, stated: “We are excited to welcome back Coca-Cola as a sponsor for UEFA EURO 2024. 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. We look forward to building upon this heritage and continuing this journey together.”
The renewed partnership means that Coca-Cola brands will have exclusive pouring rights at 10 host stadiums, which includes fan zones and fan villages around Germany during the tournament.
The Coca-Cola brand will also be on full display during EURO 2024 matches, with its logo being shown on LED pitch-boards whilst also obtaining other digital rights.
Javier Meza, Marketing Senior Vice President at Coca-Cola in Europe, 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.”
Coca-Cola joins adidas, Alipay, Atos, Engelbert Strauss, Hisense, Lidl and Vivo as official global sponsors of EURO 2024.
UEFA also recently named German brewer Bit Burger as the national brewing provider at the tournament.