New Coca-Cola cans celebrate Premier League partnership with club colours

Coca-Cola is set to roll out an exclusive on-pack promotion across the UK and Ireland to mark the launch of its new three-year partnership with the Premier League, beginning with the 2025/26 season.

The promotion will run across multiple brands in Coca-Cola’s portfolio, including Coca-Cola Original Taste, Coca-Cola Zero Sugar, Powerade, and Smartwater, as part of the wider campaign to celebrate the renewed collaboration with the world’s most-watched football league. Full details of the promotion are expected to be revealed closer to launch.

The new partnership will feature a variety of fan-focused activations, including access to tickets, centre-circle experiences, and involvement in the Premier League Summer Series. It signals Coca-Cola’s return to the competition, following a previous partnership that began in the 2018/19 season.

Javier Meza, President of Marketing, Europe, Coca-Cola, said: We are thrilled to be partnering with the Premier League, the most competitive and compelling football league in the world. Football and the Premier League are global passion points, and we look forward to uplifting fans and making their experience even better by bringing them closer to the action.

The initiative builds on Coca-Cola’s long-standing association with football and forms part of a broader strategy to engage fans and drive in-store visibility through packaging-led campaigns.