UEFA: Coca-Cola, partner of Euro since 1988, extends its sponsorship for the 2024 edition in Germany

The American beverage manufacturer The Coca-Cola Company has extended its partnership with UEFA to be an official sponsor of Euro 2024, which will be held in Germany (from 14/06 to 14/07/2024), announced both parties on 25/10/2023.

As the "official non-alcoholic beverage sponsor", Coca-Cola is the eighth official sponsor of Euro 2024. The American group has the highest level in the competition's sponsorship hierarchy, alongside adidas (official ball), Alipay (payment solutions), Atos (technology), Hisense (household appliances), Lidl (supermarket retail), Engelbert Strauss (workwear) and Vivo (smartphones).

As part of this agreement, the American company will "mainly promote its sugar-free drinks" such as its Powerade brand, a sports drink that will be distributed to all players on the pitches of the 10 host stadiums in Germany. "In line with its "Real Magic" philosophy, Coca-Coca will be able to offer football fans digital experiences and exclusive access to matches and fan zones as part of the competition," said the group.

Coca-Cola has been a partner of UEFA's Euro since 1988…