Coca-Cola continues strategy to unite and bring people together in next year’s UEFA EURO competition
In previous years the UEFA Euros would be hosted by one country or sometimes shared between two. But this year it is slightly different, with the tournament being hosted in 12 cities across Europe in celebration of the 60th anniversary of the UEFA EURO, making the competition set to be unmistakably European.
The sponsorship deal will give the brand the opportunity to showcase several brands, including sparkling beverages, sports drinks, water, ready-to-drink coffee and fruit-based drinks, with low, and sugar-free options.
“We value Coca-Cola’s continued commitment to European national team football, which is into its fourth decade, in coming on board as a sponsor for UEFA EURO 2020,” said Guy-Laurent Epstein, Marketing Director of UEFA Events SA.
“Coca-Cola is a great 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.”
The brand has been part of the UEFA competitions since 1988 when it first signed up as sponsor of the UEFA European football’s premier national team tournament.
“We have had a long and rich history supporting football at all levels from the grassroots to the world stage,” said Walter Susini, Coca-Cola’s Vice-President for Marketing for Europe, Middle East and Africa.
“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 will 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 June 12, and will come to its conclusion a month later, with the final taking place at Wembley Stadium in London.
Matches during the tournament will take place in 12 host cities across Europe: Amsterdam, Baku, Bilbao, Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and Saint Petersburg.
Coca-Cola is a four-time global winner of the World Branding Awards in the Beverages – Softdrinks category.