Coca-Cola has added another major partner to its global sports sponsorship portfolio via a deal with three time Italian Serie A champions SSC Napoli.
The partnership names the beverage giant a global training kit partner of SSC Napoli, building on a pre-existing commercial relationship in place from 2022.
Coca-Cola’s logo will be featured across Napoli’s training attire, which should afford the brand significant social media exposure. Football clubs often post videos and images to training sessions on social media, making training kit partnerships just as valuable as matchday ones.
“We are proud to have extended our agreement with Coca-Cola to include our training kit and entire warm-up collection,” said Tommaso Bianchini, SSC Napoli’s Chief Revenue Officer.
“This partnership confirms the global value of our brand and brings together fashion and entertainment through a passion for football.
“Today marks the start of a unique synergy between a globally loved brand and Napoli, which is aiming to establish a new notion of sporting fashion and entertainment for our fan base.”
Outside of the training kit deal, the duo have also planned out a series of activations across the city of Naples and at Napoli’s Stadio Diego Armando Maradona home stadium.
Naples is a key city for Coca-Cola, having been the host city for its Italian production facility since 1974, as well as the area where Fanta was founded in 1955, prior to its acquisition by Coca-Cola.
Sports sponsorship remains key to Coca-Cola’s global visibility, contributing significantly to its dominance of global soft drink sales. Notable partnerships signed by the firm this year include the 2024 Copa America and UEFA European Championship football tournaments.
Phillipine Mtikitiki, Vice President and General Manager of The Coca-Cola Company for Italy and Albania, added: “We are thrilled to live this new chapter with SSC Napoli. As Coca-Cola, we want to share the magic of football with fans through unique experiences at the stadium and accompanying them when they watch matches at home with a pizza and a Coke.”
