Coca-Cola Germany Returns As Official Partner of The Bundesliga
54 minutes ago
After ten years, Coca-Cola Germany is back as an official partner of the Bundesliga. The cooperation, which is scheduled to run until at least the 2028/29 season, builds on the brand’s previous commitment and strengthens the company’s long-standing presence in German football.
The commitment is accompanied by integrated communication that connects TV, digital and social channels, retail and fan experiences. From the couch to the stadium, Coca-Cola accompanies fans throughout the season along the fan journey in the immediate vicinity of selected football locations. The campaign is complemented by digital content, social media measures, creator collaborations with exclusive fan prizes and activations at the point of sale.
In addition, Summer Cem will release a new song on the usual streaming platforms in August. In keeping with the new Bundesliga partnership, Coca-Cola has secured the artist’s as yet unreleased track as the musical centerpiece of the campaign. The idea for the song comes from a world in which football and music have always belonged together: in the chants in the stands, on the playlist for the away trip or in the song that the whole pub sings after a victory. Summer Cem has been active there for years both as an artist and as a passionate football fan. Coca-Cola immediately recognized the potential of the track and developed its integration into the campaign together with the artist team. The song tells of fans, clubs and the special energy of a match day. More details on the release will follow in August.
With the start of the 2nd Bundesliga at the beginning of August, communication will initially begin digitally and in retail. The Bundesliga kicks off with a TV spot and fan experiences. As the season progresses, Coca-Cola brings together fans and well-known personalities from football, entertainment or pop culture. Creators will be there to share personal football stories via livestream or from selected locations and talk to fans about special matchday moments. The activations are complemented by mobile stations at stadiums throughout Germany, where fans can cheer on their favourite club at full volume. The volume is measured and rewarded with chances to win tickets as well as other exclusive Bundesliga experiences.
“The Bundesliga is a particularly strong environment because it combines sporting relevance with local identity. It is experienced together week after week in stadiums, fan pubs and living rooms,” says Evelyne De Leersnyder, Managing Director of Coca-Cola GmbH. “We create additional, emotional, experiences around match day.”
“Coca-Cola has consistently been one of the best-known and most valuable brands in the world for many decades. Hardly any other company has had such a lasting impact on the consumer goods industry – with consistency, creativity and adaptability. The combination of global appeal and local roots is an excellent fit for the Bundesliga and makes this partnership so special. Together, we want to use the power of football to inspire fans with creative activations,” says Peer Naubert, Chief Commercial Officer and member of the Executive Board of the Bundesliga subsidiary Bundesliga Media.