Coca-Cola has struck a “transformative” long-term partnership with the US Soccer Federation (US Soccer) that will see the beverage giant support the growth of the game at every level in the country.
Under the agreement, the two organizations will build “legacy events” to highlight domestic talent and increase opportunities for all US youth national teams and extended national teams to increase participation and grow the sport in the country.
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Coca-Cola will also use its “iconic global reach to connect with fans around the world” and help raise the visibility of the women’s and men’s national teams through a series of digital content activations.
The deal will see Coca-Cola join the organization’s other top-tier partners Volkswagen (presenting partner) and NIKE (apparel partner).
Lower-tier official sponsors of US Soccer include AT&T, Allstate, Chipotle, Deloitte, BioSteel, Gogo Squeez, Anheuser-Busch, Truly, and Visa.
Jennifer Mann, president of Coca-Cola North America, said: “Together, Coca-Cola and US Soccer are committed to fueling dreams both on and off the pitch.
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By GlobalData“Our goal is to empower communities, inspire future generations and cultivate a legacy of unity while growing the sport across the US.”
The agreement comes as the US prepares to host a number of major international events, including this year’s Concacaf Gold Cup, the 2024 Copa America, the 2024 Concacaf Women’s Golf Cup, the 2026 men’s World Cup, and the 2028 Olympic Games, to be staged in Los Angeles, California.
US Soccer has also made a bid to co-host the 2027 Women’s World Cup alongside Mexico.
The US men’s and women’s national teams are competing in several major soccer tournaments, starting with the upcoming 2023 FIFA Women’s World Cup in Australia and New Zealand where the women’s team enter as favorites to win.
Next year, the men’s team and under-23 men’s team will compete during the 2024 Olympic Games in Paris, France.
US Soccer president Cindy Parlow Cone said: “This is a pivotal time for soccer in our country and we have a massive opportunity to realize exponential growth in the US in the coming years.
“Coca-Cola’s global impact on the sport is undeniable and having an iconic brand with us on our journey during this unique moment in time will be game-changing.”
Coca-Cola previously inked a four-year deal with US Soccer and top-tier domestic league MLS, becoming their official non-alcoholic beverage. It replaced rival Pepsi, which had been the league’s partner from its inception in 1996 until 2014.
In May, Coca-Cola struck a five-year deal to remain the official soft drink of golf’s PGA Tour. The renewal will also see the beverage giant continue as a 'proud partner' of the season-ending Tour Championship.
