New Coca-Cola Zero Sugar on-pack promotion set to kick off ahead of UEFA EURO 2024

Coca Cola Zero Sugar Limited Edition Euros Cans v2


  • Coca-Cola Zero Sugar is giving shoppers the chance to win thousands of epic football prizes for five weeks across selected promotional packs
  • Follows on from its ‘Endless Summer’ on-pack promotion which gave shoppers the chance to win pairs of UEFA EURO 2024™ and 2024 Summer Olympic Games tickets                                          

As the official partner of UEFA EURO 2024TM, Coca-ColaTM is helping retailers to tap into the excitement surrounding this summer’s UEFA EURO 2024TM, by giving shoppers the chance to win a host of football-themed prizes in the run-up to and during the tournament.

Scan. Enter. Win.

The on-pack promotion runs for five weeks from 10th June across 2L, 1.25L and 500ml PET bottles, 330ml cans and 24 multipack cans and 330ml glass icon bottles of Coca-Cola Zero Sugar. Consumers will be able to scan QR codes on limited edition packs that feature an eye-catching football fan designs (four different designs) and be taken to the Coke App to enter a prize draw for a chance to win.

With chances to win every day, consumers could get their hands on adidas training tops and official UEFA Euro 2024 TM prizes which are Coca-Cola branded footballs and cups. Everyone that enters the promotion will also be added to a draw for an ultimate VIP final fan fest experience at BOXPARK to watch the final game of the tournament*.

The on-pack promotion follow’s Coca-Cola’s ‘Endless Summer’ on-pack promotion which gave shoppers the chance to win pairs of tickets to UEFA EURO 2024™ and 2024 Summer Olympic Games in Paris.

Convenience retailers can get behind the promotion with POS and digital assets from to create a sense of football fever in-outlet and online.

The Cola Opportunity

During the 2018 World Cup, the last summer football tournament not affected by the Covid pandemic, colas contributed more value to the growth of the soft drinks category than any other segment, and this was driven by the Coca-Cola brand[1].

Rob Yeomans, vice-president, commercial development at Coca-Cola Europacific Partners (CCEP) GB, said: “International tournaments attract mainstream viewers in a way that club football doesn’t, in fact football[2] is a key passion point for consumers, with the UEFA EURO 2020™ final drawing in over 29 million viewers in GB alone[3].

“For many, the games encourage get togethers with friends and family for a BBQ or drinks at home or down the local pub. Within retail, our large PET bottles and multipacks of cans are therefore a must-stock to cater for these increased at-home social occasions, during the tournament and throughout the summer.

‘We’d encourage retailers to embrace football fever this summer, with in-store cross-category displays to drive up basket spend, football themed décor and by getting behind promotions like our Coca-Cola Zero Sugar UEFA EURO 2024 TM on-pack promotion.”

*Subject to full terms and conditions


[1] Nielsen World Cup Data – Val - 4 weeks to 14 July 2018 (the last summer tournament not impacted by Covid)

[2] YouGov Profiles – Core Sport Following; 17th March 2024

[3] Statista July 22, UEFA: average number of TV viewers of the Euros 2020 finals in the UK, by match