US Soccer has agreed what it described as a ‘transformative’ long-term partnership with soft drinks giant Coca-Cola that the national governing body believes will have a ‘substantial impact’ on the sport in the country.
Confirmed:
- Coca-Cola becomes the second-largest marketing spender with US Soccer behind kit manufacturer Nike, according to Sports Business Journal (SBJ)
- SBJ also reports that deal runs longer than federation’s typical four-to-six-year agreements
- US Soccer and Coca-Cola will run legacy events that create participation opportunities and showcase domestic talent
- Men’s and women’s national teams will feature in digital content activations
Context:
Coca-Cola already has an extensive presence in soccer through its longstanding partnership with global governing body Fifa. It last teamed up with US Soccer and Major League Soccer (MLS) back in 2015 after rival soft drinks brand PepsiCo’s departure as a sponsor of the federation and the league.
Comment:
US Soccer president Cindy Parlow Cone said: “This is a pivotal time for soccer in our country and we have a massive opportunity to realise exponential growth in the United States 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.”
Coming next:
Coca-Cola’s deal with US Soccer has been confirmed in time for the upcoming Fifa Women’s World Cup, meaning it could feasibly feature the US women’s national team in activations around the tournament, which starts on 20th July.
Beyond that, the partnership aligns Coca-Cola with US Soccer ahead of a series of major tournaments due to be held in the country, including the 2026 Fifa World Cup, the 2024 Copa America and the 2024 Concacaf W Gold Cup.
