Major League Soccer and the US Soccer Federation announced on Monday that they have signed a new, multi-year partnership with the Coca-Cola Company.
The deal makes the Coca-Cola Company the official beverage partner in the carbonated beverage and water categories for MLS, and across the non-alcoholic beverage category for US Soccer.
“The sport of soccer is on the rise like never before, and adding Coca-Cola as a key strategic partner speaks to the continued progress we are making to become a dominant Soccer Nation,” said Kathy Carter, President of Soccer United Marketing. “The U.S. Men’s National Team captured the attention of the country last summer, the U.S. Women’s National Team is heading into this summer’s Women’s World Cup in Canada, MLS is celebrating its 20th season with new clubs and new stars and the Mexican National Team’s U.S. Tour regularly sells out venues across the country. There has never been a more promising time for soccer in this country and we look forward to partnering with Coca-Cola for many years to come.”
Coca-Cola has been a global partner of the FIFA World Cup since 1974. During the 2014 FIFA World Cup, Coca-Cola activated its largest-ever global soccer campaign, “The World’s Cup,” which focused on inclusivity. The FIFA World Cup Trophy Tour presented by Coca-Cola visited 89 countries across the globe in 2014, including four stops in the United States.
To help celebrate the 2015 FIFA Women’s World Cup in Canada, Coca-Cola kicked off the Women’s World Cup Trophy Tour on April 1, and will bring the coveted trophy to 12 Canadian cities over two months in the lead up to the WWC's start on June 6.
Coca-Cola works at the grassroots level through annual soccer programs such as the Copa Coca-Cola soccer tournament, POWERADE Sueño Alianza talent search and Club Balón Rojo, a ball-kids program in partnership with local Boys & Girls Clubs.
“Coca-Cola and the beautiful game have always been associated with each other -- whether at a global or local level. With this new partnership, we are committed to growing soccer here in the U.S. and using the power of our brands to engage and refresh fans at every level of the sport,” said Ivan Pollard, Senior Vice President Investment, Connections and Assets, Coca-Cola North America.
In addition to the MLS and US Soccer partnership, the Coca-Cola Company also extended its partnership as the official beverage partner across the non-alcoholic beverage category for the Mexican National Team’s U.S. Tour.
The Mexican National Team will face the U.S. Men’s National Team in one of the biggest matchups of the year in front of a sold-out crowd at the Alamodome in San Antonio, Texas on April 15.
