Spurs And Liverpool Sign Sweet Deals

Coca-Cola has significantly expanded its sponsorship portfolio within football by announcing a raft of new deals with some of Europe’s biggest clubs.

The list of new and extended partnerships will see Coco-Cola collaborate with the men’s and women’s football teams of Liverpool FC, Tottenham Hotspur, FC Bayern München, Juventus, and Paris Saint-Germain.

In all instances, Coco-Cola will provide fans with access to match-day experiences, hospitality tickets, opportunities to meet players and limited-edition merchandise prizes.

In 2023, Coca-Cola will also use the partnerships to kick off a brand-new campaign, created to specifically target football fans and promote its iconic soft drink.

Michael Willeke, Integrated Marketing Experience Director, Europe, Coca-Cola, said,“Having been an integral part of the football matchday for decades, we are excited to offer fans the chance to enjoy incredible experiences and unique moments, at home, at bars and restaurants and in the stadiums, as part of our new campaign.

“Football has the power to bring people together and we cannot wait to reward fans across Europe with access to unforgettable moments and a host of benefits that only Coca-Cola can offer in collaboration with our partners.”

The partnerships build on Coca-Cola’s strong presence within football, which runs from grassroots level to the elite level of the sport. The brand will have strong visibility at the FIFA World Cup 2022 in Qatar, which kicks off in November.

The values of the deal with the two Premier League clubs involved, Liverpool and Spurs, have not been disclosed but both deals have been described as ‘long-term.’

Ben Latty, Commercial Director at Liverpool FC, said, “We are delighted to have Coca-Cola join our family of official partners. We’re really excited to grow this partnership together and we extend a very warm welcome to Anfield to Coca-Cola.

“We understand the vital importance of teaming up with a like-minded brand and using our combined reach in positive ways.

“Liverpool FC and Coca-Cola are two iconic global brands working together to bring magical experiences and unique money-can’t-buy moments to fans. 

“The ambition with all of our partnerships is to work with the most inspiring and innovative brands in the world and Coca-Cola fits this ambition in every way.”

Todd Kline, Chief Commercial Officer of Tottenham Hotspur, commented, “We’re pleased to add Coca-Cola to our growing family of partners. Coca-Cola has a long history of supporting football and we are excited to bring its products to our stadium as well as give our fans across the continent opportunities to win money-can’t-buy prizes.”

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