TURIN: Italian champions Juventus have announced a new two-year partnership with soft drinks giant Coca-Cola.
The partnership, which designates Coca-Cola an official partner of the Serie A club in Italy, will be activated through events, visibility, activities and a ‘dedicated digital plan’, according to an official release.
In addition, Coca-Cola will have a presence at the club’s Undici flagship store in Milan, as well as in bars, lounges and hospitality areas at the team’s Allianz Stadium.
Giorgio Ricci, chief revenue officer at Juventus, 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 agreement further expands Coca-Cola’s soccer sponsorship portfolio, which includes long-running partnerships with the FIFA World Cup and UEFA European Championship national team tournaments.
“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 favourite team,” added Alex Zigliara, General Director of Coca-Cola Italy. “We are excited to share this passion and communicate these values together with an icon of sport like Juventus.”
The deal is Juventus’ second partnership with a beverage company this month, following the announcement of Budweiser as the club’s official beer partner until the end of the 2021/22 season. The club also recently announced they had revised the terms of their contract with main sponsor Jeep to secure an extra €25 million (US$27.8 million) per year from the car company for the 2019/20 and 2020/21 campaigns.
Juve missed the chance to stretch their lead at the top of Serie A on Saturday with a 1-1 away to Lecce. They host Genoa in their next fixture on 30th October.
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