Coca-Cola Extends Partnership with Paris Saint-Germain Until 2029

Coca-Cola has announced the extension of its global partnership with the football club Paris Saint-Germain, continuing a relationship that will now last until 2029. This renewed agreement aims to strengthen the connection between fans and the sport, with Coca-Cola returning as an official partner of the club. Over the years, Coca-Cola has been part of the shared passion of Paris Saint-Germain's supporters, and the latest partnership aims to further build on these ties.

According to Sébastien Lesage, Coca-Cola Europe's director of sports partnerships, the collaboration is about sharing moments and emotions generated through football, which he describes as one of its universal expressions. The partnership is designed to create experiences that connect people on a deeper level, transcending the football pitch itself.

The partnership will focus on intertwining football with other cultural elements such as fashion, music, and lifestyle, which align with the club's broader community goals. Richard Heaselgrave, chief revenue officer at Paris Saint-Germain, expressed pride in this new chapter, which aims to engage millions of fans worldwide beyond the scope of just football.

As part of the ongoing collaboration, Coca-Cola and Paris Saint-Germain plan to launch cultural initiatives that include fan-centered activities and exclusive experiences in France over the year. During the football season, a special experiential space will be inaugurated at the Parc des Princes stadium in Paris for such fan activations.

Additionally, Coca-Cola will introduce a limited-edition collector's can adorned with Paris Saint-Germain's colors, in celebration of the 2025/2026 football season. This limited release will begin on October 12, with 400,000 cans available in 650 Carrefour stores.