Coca-Cola Enhances Global Soccer Support With Renewed USSF Long-Term Deal
Thursday, July 6, 2023 at 04:56PM By Barry Janoff
July 6, 2023: Calling it one of the “most significant partnerships” in its history, the U.S. Soccer Federation and Coca-Cola North America have signed was described as a “transformative long-term agreement that will have a substantial impact on the game in this country.”
The two sides said the renewed partnership would “support the growth of the game at every level of the U.S. soccer ecosystem while leveraging Coca-Cola’s iconic global reach to connect with fans around the world.”
Coca-Cola has been a partner with USSF (as well as Major League Soccer) since 2015, replacing rival Pepsi.
Financial terms of the pact were not released.
The alliance comes as the U.S. Women’s National Soccer team is preparing to play in the FIFA Women’s World Cup Australia & New Zealand to defend its two-consecutive titles; a year before both the USWNT and Under-23 Men’s National Team will compete in the 2024 Olympic Games in Paris and just three years before the FIFA 2026 Men’s World Cup hosted by the U.S., Canada and Mexico.
Five years from now, the 2028 Summer Olympic Games will be hosted in Los Angeles.
Coca-Coca has been a FIFA partner since 1974 with a deal that currently runs through 2030, a global World Cup partner since 1978, presenting sponsor for the FIFA World Cup Trophy Tour by Coca-Cola since 2006 and has had marketing campaigns at every World Cup since 1950.
“We’re incredibly excited to have Coca-Cola join U.S. Soccer and there’s no better time for us to embark on this long-term strategic partnership,” USSF president Cindy Parlow Cone said via the organization. “This is a pivotal time for soccer in our country and we have a massive opportunity to realize 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.”
USSF partners also include presenting partner Volkswagen, Allstate, Anheuser-Busch (Bud Light), AT&T, Chipotle, Deloitte, BioSteel, GoGo Squeez, Nike, Truly and Visa.
The relationship between Coca-Cola and the USSF was far less amiable in 2020 when Coca-Cola publicly confronted the organization over the issue of paying women soccer players on-par with men.
"We are extremely disappointed with the unacceptable and offensive comments made by U.S. Soccer," Coca-Cola said at the time via a company spokesperson regarding the difference in pay between the USWNT and the USMNT. “We have asked to meet with them immediately to express our concerns.
"The Coca-Cola Company is firm in its commitment to gender equality, fairness and women’s empowerment in the United States and around the world and we expect the same from our partners,"
Through the renewed partnership, Coca-Cola and U.S. Soccer said they would “build legacy events that shine a light on domestic talent and increase opportunities for all U.S. Youth National Teams and Extended National Teams to grow the sport and increase participation in soccer in all its forms.”
Coca-Cola will also help raise visibility for the U.S. Women’s and Men’s National Teams through “unique and innovative digital content activations, helping to bring fans of soccer together while enabling them to express and share their love for the game to the fullest.”
Together, Coca-Cola and U.S. Soccer are committed to fueling dreams both on and off the pitch,” Jennifer Mann, president of Coca-Cola North America, said via the company.
“Our goal is to empower communities, inspire future generations and cultivate a legacy of unity while growing the sport across the U.S.”
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