October 29 – Coca-Cola – sponsors of FIFA’s World Cup since 1974 and UEFA’s Euros since 1985 – has expanded its club football partnerships with a two-year deal with Serie A giants Juventus.
A club press release said that Coca-Cola will activate their sponsorship through “events, visibility, activities and a dedicated digital plan.”
The drink brand will be available in bars, lounges and hospitality areas at Juve’s Allianz Stadium as well as at the Undici flagship store in Milan.
Giorgio Ricci, Juventus chief revenue officer, said: “A brand like Coca-Cola fits perfectly into the current development strategy of the Club, also through collaborations with partners of great value and prestige. This agreement will focus on enhancing the Italian market, which is very important for both, through the activities we are going to implement together. The ambition to grow together in the near future remains constant.”
Juve has grown its sponsor portfolio with US-based brands Budweiser having signed a deal earlier this month taking them through to the end of the 2020-21 season, while also increasing their shirt sponsorship deal with Jeep by a reported €25 million per season for the next two seasons.
“Coca-Cola has always been close to the world of football and invites everyone to get together, spend happy and positive moments while supporting their favorite team. We are excited to share this passion and communicate these values together with an icon of sport like Juventus,” said Alex Zigliara, General Director of Coca-Cola Italy.
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