London Stadium Lands Coca-cola Deal
London Stadium has announced a new five-year partnership with Coca-Cola European Partners (CCEP) that will see the brand and associated drinks become the official soft drinks partner of the venue.
The agreement covers all events scheduled to be staged at the stadium between now and 2023 – including all of West Ham United’s Premier League fixtures, athletics competitions and summer concerts.
The news comes after weeks of further controversy surrounding the taxpayer-funded venue, which is owned by the London Legacy Development Corporation and leased to West Ham as anchor tenant in a 99-year deal.
Earlier this summer, questions were raised by members of the London Assembly regarding the failure of repeated attempts to secure a naming rights deal for the stadium, the centrepiece of the London 2012 Olympic and Paralympic Games.
It followed reports that £450,000 of taxpayer’s money was spent on contracts with sponsorship agencies IMG and ESP, each failing to deliver a deal.
The new agreement with Coca-Cola will be welcome news for both parties, providing a boost to Coke’s efforts to grow its brand real estate in the capital, adding to its landmark 2014 London Eye title deal.
In 2015, Coke failed in a bid to replace Barclay’s as title sponsor of TfL’s Cycle Hire scheme. It followed media debate about the appropriateness of the Mayor of London agreeing to associate its core cycling property with a high-sugar brand.
London Stadium CEO, Graham Gilmore welcomed the new deal, commenting: “Coca-Cola is a global brand, and a perfect fit for London Stadium. We are looking forward to working closely together to further enhance the offering and event day experience for everyone visiting London Stadium”
Kelly Healing, senior manager leisure, at CCEP said: “Coca-Cola European Partners is delighted to have signed a new long term contract with London Stadium.
“The stadium and our products have some great history – starting in 2012 at the Games.
“We look forward to refreshing and hydrating guests, players, artists and athletes together for the next 5 years.”
The agreement will see the full product Coca-Cola product range, including Coca-Cola, Fanta, Sprite and Abbey Well Water, served at all kiosks and hospitality suites in the London Stadium.
In addition to football, the venue will host Europe’s first MLB fixture next summer, when the Boston Red Sox take on the New York Yankees.
This year, the London Stadium drew 450,000 fans to six headline summer concerts, including the kick-off of the Rolling Stones’ No Filter Tour.
Image: ©Getty Images
