Coca-Cola bags Beverage Partner rights for London Stadium in five-year deal

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Global aerated beverage giants Coca-Cola has signed a five-year partnership agreement with the London Stadium.

The deal with Coca-Cola European Partners will see the globally popular Coca-Cola brand and associated soft drinks become the official soft drinks partner to the West Ham United’s home stadium until 2023.

The iconic stadium located in Stratford was originally built to serve as the home stadium for the London 2012 Summer Olympics and Paralympics, hosting the track and field events and opening and closing ceremonies. It was subsequently renovated as a multi-purpose stadium, with its primary tenants being West Ham United Football Club and British Athletics.

The company’s full range of products including Coca-Cola Zero Sugar, Diet Coke, Coca-Cola Classic, Fanta, Sprite and Abbey Well water will be served in all kiosks and hospitality suites across all events at London Stadium, from West Ham United’s premier league fixtures to the venue’s summer concert series and athletics events held in July.

London Stadium will also host the first MLB fixture to be played in Europe in June 2019, when the Boston Red Sox and New York Yankees will contest back to back matches on 29 & 30 June.

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London Stadium Chief Executive Officer Graham Gilmore, said, “We are excited to welcome Coca-Cola and their full range of soft drinks to London Stadium, and are delighted to have agreed on the partnership.”

“Our priority is to provide all guests to London Stadium with the best possible quality and range of beverages, and Coca-Cola’s range of products, reputation and pedigree in major sporting and music events meant that despite competition, they were the best possible partner for the venue.”

“Coca-Cola is a truly global brand and a perfect fit for London Stadium. We are looking forward to working closely together to further enhance the offering and event day experience for everyone visiting London Stadium”

“Coca-Cola European Partners (CCEP) is delighted to have signed a new long-term contract with London Stadium. The stadium and our products have some great history – starting in 2012 at the Games. We look forward to partnering with the London Stadium as it evolves and grows as a world-class stadium, that hosts some of the planets biggest and most exciting music and sporting stars – as well as continuing to support and inspire a new generation of athletes. We look forward to refreshing and hydrating guests, players, artists and athletes together for the next 5 years’ said Kelly Healing, Senior Manager Leisure at CCEP GB.”

Earlier this year, London Stadium played host to its biggest summer concert series to date, welcoming nearly 450,000 fans to the venue across six events through May and June. The global music icons that have performed in the stadium with record-breaking venue attendance include The Rolling Stones, The Run II tour by Jay Z & Beyoncé and the Foo Fighters.

The stadium last year saw a reunited Guns N’ Roses take to the stage in the UK for the first time in 25 years and play to more than 150,000 people across two shows, as well as a first UK stadium performance from Depeche Mode and Robbie Williams’ Heavy Entertainment Show tour finale.

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