Coca-Cola and Liverpool FC renew multi-year partnership with deeper fan focus

Liverpool FC (LFC) and The Coca-Cola Company have extended their multi-year partnership, stepping up fan engagement and broadening support for LFC Women.

Since first teaming up in 2020, the duo has launched a series of fan-first activations, including exclusive experiences, rewards programmes, and digital campaigns celebrating the club’s global supporters. Notable highlights include "Christmas carpool", which delivered some of the highest engagement for branded content across the club’s digital channels.

Don't miss: Interview: Liverpool legend Robbie Fowler on brand loyalty in the world of football

The renewed deal will see Coca-Cola integrate further at Anfield, continue its pouring rights across its full beverage portfolio, and create experiences designed to bring fans closer to the club. The partnership also builds on Coca-Cola’s wider football footprint, complementing its ongoing Premier League agreement and long-standing support for the sport at all levels, from grassroots to international tournaments.

"We're thrilled to be extending our partnership with Coca-Cola, with a continued focus on enhancing the matchday experience at Anfield and expanding their support for LFC Women," said Ben Latty, chief commercial officer at LFC. He added, "Coca-Cola has helped us deliver some brilliant campaigns over the past few years, from unforgettable matchday activations to community-driven initiatives through LFC Foundation. With this renewed agreement, we're looking forward to creating even more moments that celebrate both our men's and women's teams." 

In tandem, Javier Meza, president of marketing, Europe at Coca-Cola, said, "Liverpool Football Club stands as one of the most storied and influential clubs in world football, with a historical legacy and a passionate global fan base. We're excited to continue sharing moments of refreshment and enjoyment with fans through our partnership with the club."

Coca-Cola has been ramping up its presence across English football more broadly. In August, Manchester United signed a three-year deal naming the beverage giant as its official carbonated soft drinks partner in the UK and Europe. The agreement grants Coca-Cola headline presence across matchdays and fan experiences, along with pouring rights for its full soft drink portfolio at Old Trafford.

Related articles: 
You'll never scroll alone: How Liverpool's social strategy is ruling the internet  
Liverpool FC inks US$77m-a-season kit deal with adidas    
Coca-Cola and Ocean Cleanup turn the spotlight on Klang River waste