The Coca-Cola Company has reaffirmed its faith in UEFA by extending its long-term partnership with the Euros. The deal, which was announced by Coca-Cola and UEFA, will see the beverage manufacturer become the official non-alcoholic beverage sponsor for UEFA EURO 2020.
In 2020, the tournament will tour 12 European cities for the first time, affording a pan-European marketing opportunity across Amsterdam, Baku, Bilbao, Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and Saint Petersburg.
Adding to the 32-year partnership, which comprises more than half of the tournament’s 60-year history, the soft drinks giant has the opportunity to showcase and integrate more of its brands into the proceedings across “sparkling beverages, sports drinks, water, ready‐to‐drink coffee and fruit‐based drinks, with low and sugar‐free options”.
Guy‐Laurent Epstein, marketing director of Uefa Events SA, said: “We value Coca‐Cola’s continued commitment to European national team football, which is well into its fourth decade, in coming onboard as a sponsor for Uefa Euro 2020.
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“Coca‐Cola is a perfect partner for us, not only because of its long association with Uefa, but also because of its ability to unite people and bring them together. This is particularly relevant for Uefa Euro 2020, as for the first time, we are staging the tournament across 12 countries, which will allow more fans than ever to watch top‐level football across the continent.”
Referencing the fact, Coca-Cola has supported the tournament since 1988, Walter Susini, Coca‐Cola’s vice‐president for marketing for EMEA, said: “I am delighted that we can continue to share the joy of football with millions of fans, as well as our customers and partners. In 2020, leading up to and during the tournament, we’ll feature a broader array of beverages than ever before to refresh teams and fans alike all across Europe”.
Uefa Euro 2020 will kick‐off in Rome on 12 June, and will come to its conclusion a month later, with the final taking place at Wembley Stadium in London.
Yetunde Adegoke
