Coca-Cola Europacific Partners (CCEP) is helping retailers make the most of one of the biggest sales-driving occasions in the calendar with the launch of ‘Taste Every Second’, Coca-Cola’s new Premier League campaign for the 2026/27 season.
As the Official Soft Drink of the Premier League, Coca-Cola Zero Sugar will be at the heart of football occasions throughout the season, giving retailers a major platform to activate around matchdays and encourage shoppers to choose Coca-Cola when watching the action at home.
Football is already a powerful occasion for soft drinks, and is the UK’s number one passion point, with around 40 million people tuning into the Premier League each season[1]. And Coca-Cola is well placed to help customers capitalise on the opportunity.
The Coca-Cola™ portfolio alone accounts for 62.6% of cola value sales[2], with Coca-Cola now worth £906.3 million in retail value[3]. Coca-Cola Zero Sugar continues to grow and is now worth more than £507 million[4].
Driving excitement around the campaign is Central Cee, who stars in a new 2-minute cinematic film soundtracked by original track ‘The Team’. The track will be available across major streaming platforms from 18th August – co-released under Columbia Records and Coca-Cola’s own real thing records.
The campaign is designed to help retailers tap into the opportunity with high-impact activity throughout the season. This will include retail activation, sampling, watch parties, trophy moments and other fan experiences, supported by social media, influencer and out-of-home advertising.
Rob Yeomans, Vice-President, Commercial Development at CCEP GB, said: “The Premier League is one of the biggest sporting occasions in the calendar, creating a huge opportunity for retailers as fans come together to enjoy the action throughout the season.
“With ‘Taste Every Second’, we’re giving our customers a major platform to tap into that excitement. For retailers, there are opportunities to create standout in-store displays and drive chilled and take-home sales around key fixtures.
“With Central Cee bringing even more energy and cultural relevance to the campaign, we’re confident the activity will get fans talking and help our customers drive engagement and sales throughout the season.”
Central Cee added: “The crowd energy when I perform live, I feel like that’s the closest feeling to what it must be like walking out on the pitch. That energy is what ‘The Team’ is about. Football’s a religion for some people and this song captures that – the sample says ‘ride or die’, the lyrics say unconditional love.
“I blended football-related bars with my usual & switched up the beat. You ain’t heard me on something like this before, but it’s the right energy for the record. Hope it connects.”
[1] BARB (Broadcast Audience Research Board) & Sky Sports reporting – (2024/25 season)
[2] Value Sales, Total Nielsen Coverage, 52w MAT to 8th Aug 2026
[3] Value Sales, Total Nielsen Coverage, 52w MAT to 8th Aug 2026
[4] Value Sales, Total Nielsen Coverage, 52w MAT to 8th Aug 2026
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