UEFA extends Coca-Cola partnership till Euro 2028

The Union of European Football Associations (UEFA), the official governing body of football in Europe, has renewed its long-standing partnership with Coca-Cola.

The global non-alcoholic beverage giant will thus serve as an official global sponsor of the 2028 UEFA European Football Championship, marking the eleventh consecutive edition of the tournament that it will sponsor, having first come on board ahead of the 1988 Euros.

The current agreement will include “Coca-Cola, Powerade, water and ready-to-drink coffee and fruit-based drinks, with low and sugar-free options.” Coca-Cola will hold exclusive pouring rights at the nine host stadiums of the tournament as well as the official fan zones and fan villages. LED pitch-side branding and digital rights are also part of the agreement.

UEFA Euro 2028 is scheduled to be held from June 9 to July 8, 2028, across eight host cities in England, Scotland, Wales, and the Republic of Ireland.

Guy-Laurent Epstein, Executive Director of Marketing, UEFA, commented:

“Since 1988, Coca-Cola has been a proud supporter of the UEFA European Football Championship, sharing in its most iconic moments and bringing fans together through the joy of football. Together, we have created lasting memories for fans across generations. As we embark on our 11th consecutive tournament together, we look forward to continuing this remarkable partnership and delivering even more memorable experiences for supporters around the world.”

Javier Meza, Marketing President at Coca-Cola in Europe, added:

“UEFA EURO 2028 will mark 40 years of Coca-Cola’s collaboration with UEFA, and we’re excited to be part of this iconic tournament once again. We will proudly refresh and inspire fans – in stadiums, fan zones, and at home – with our diverse range of Coca-Cola beverages. This partnership supports our mission to bring people together, and we look forward to creating uplifting experiences that bring fans even closer to the action.”