Coca-Cola Europacific Partners (CCEP) is launching a new Premier League campaign aimed at helping retailers capitalise on football-related shopping occasions throughout the 2026/27 season.
‘Taste Every Second’ will put Coca-Cola Zero Sugar at the centre of football occasions, with the brand looking to encourage shoppers to choose Coca-Cola when watching Premier League action at home.
As the Official Soft Drink of the Premier League, Coca-Cola will use the campaign to create opportunities for retailers to activate around key matchdays, with activity including retail activation, sampling, watch parties, trophy moments and fan experiences.
The campaign will also be supported by social media, influencer activity and out-of-home advertising.
CCEP said football is the UK’s number one passion point, with around 40 million people tuning into the Premier League each season, making it a significant opportunity for soft drinks retailers.
The Coca-Cola portfolio accounts for 62.6 per cent of cola value sales, while Coca-Cola is now worth £906.3 million in retail value. Coca-Cola Zero Sugar has also continued to grow and is worth more than £507m.
Rob Yeomans, vice-president, commercial development at CCEP GB, said the Premier League creates “a huge opportunity” for retailers as fans come together around matches.
“With ‘Taste Every Second’, we’re giving our customers a major platform to tap into that excitement,” he said.
“For retailers, there are opportunities to create standout in-store displays and drive chilled and take-home sales around key fixtures.”
The campaign will be fronted by rapper Central Cee, who stars in a new two-minute film soundtracked by his original track, ‘The Team’.
The track, co-released under Columbia Records and Coca-Cola’s real thing records, became available on major streaming platforms from 18 August.
Yeomans said Central Cee’s involvement would bring “even more energy and cultural relevance” to the campaign, helping to drive engagement throughout the Premier League season.
Central Cee said the track was inspired by the energy of live performances and football, describing the sport as “a religion for some people”.
“I blended football-related bars with my usual & switched up the beat,” he said. “You ain't heard me on something like this before, but it's the right energy for the record.”