Coca-Cola kicks off Premier League shirt giveaway ahead of new season

PREM CocaCola Lockup v3


New Campaign | CCEP

  • Coca-Cola European Partners is giving fans the chance to win thousands of football shirts to mark the beginning of the 2020/21 Premier League season
  • The on-pack promotion will roll out from 10th August across nearly 300 million take-home packs of Coca-Cola original taste and Coca-Cola zero sugar
  • On-pack promotion is part of the Coca-Cola Company’s partnership with the Premier League

Coca-Cola European Partners is helping football fans enhance their at-home matchday experience by offering them the chance to win their favourite Premier League team’s new club shirt, as part of its latest on-pack promotion.

Kicking off on 10th August and running until October across selected packs across of Coca-Cola original taste and Coca-Cola zero sugar, the on-pack will giveaway club shirts across all 20 Premier League sides. Shoppers will be able to enter an online prize draw with every purchase to be in with a chance of winning

The aim is to help retailers meet the high demand for soft drinks – especially Colas – during football events[1], and tap into the growing at-home drinking opportunities the new season will bring, after coronavirus prevented fans visiting stadiums.

The promotion will roll out across nearly 300 million large PET bottles and multipacks of cans of Coca-Cola original taste and Coca-Cola zero sugar, including Cherry and Vanilla flavour variants. For the convenience channel, the on-pack promotion is running across Coca-Cola original taste 1.5L plain and price-marked-packs (PMPs), Coca-Cola original taste Cherry 1.5L and Coca-Cola zero sugar 1.75L PMPs. As always, recommended prices on our PMPs are intended only as a guide for retailers, and there are plain packs available as well.

It will be supported by a multi-million pound consumer marketing campaign which includes radio, digital activity, out-of-home advertising, a partnership with Sky, and point-of-sale materials.

Paul Hiskens, Associate Director Partnerships & Sponsorships at Coca-Cola European Partners GB, said: “The Premier League is enjoyed at home by millions every week, plus many of those fans will be missing the matchday experience of visiting their team’s stadium, which is why we want to help them recreate the ‘home end’ atmosphere in their own homes.

“Watching football at home presents a £1.4 billion opportunity to retailers[2] each year, which we expect to grow in 2020/21 as many fans will be watching the game from home, unsure when they will return to stadiums. This coupled with the fact that large PET bottles and multipack cans are seeing double-digit growth across grocery and convenience outlets[3], means this on-pack promotion presents a huge opportunity for retailers to create some excitement in store and grow their sales over the coming months.”

Full list of packs is as follows:

1.5L Original Taste

2L Zero Sugar

2L Zero Sugar Cherry

6pk Original Taste

6pk Original Taste Cherry

8pk Zero Sugar

8pk Zero Sugar Cherry

8pk Zero Sugar Vanilla

24pk Original Taste

24pk Zero Sugar

30pk Zero Sugar

1.5L Original Taste PMP

1.5L Original Taste Cherry

1.75L Zero Sugar PMP


[1] Nielsen World Cup 2018 Grocery Mults 4 w/e  14 Jul 18 vs LY

[2] Special Screen at Home football drinking moments, Nielsen, 2017. Weighted average across 30 markets surveyed

[3] Nielsen Total Market MAT Value w/e 11.07.20