Coca Cola has signed up to be the Non-Alcoholic Beverage Sponsor for the Eur0 2020 tournament, four games of which are to be staged in Dublin.

The partnership extends to 32 years the relationship between the brand and the governing body.

Coca Cola have previously been part of Trophy Tours and this may yet again be part of the tournament which takes place over 12 different European cities in June and July of next year.

A total of 19.3 million applications for tickets were received as part of the public ballot and the tournament will be the biggest and most watched international event ever to take place here.

The sponsorship deal will give the company the opportunity to showcase several brands, including sparkling beverages, sports drinks, water, ready-to-drink coffee and fruit-based drinks, with low, and sugar-free options.

“We value Coca-Cola’s continued commitment to European national team football, which is into its fourth decade, in coming onboard as a sponsor for UEFA EURO 2020,” said Guy-Laurent Epstein, marketing director of UEFA Events SA.

“Coca-Cola is a perfect partner for us, not only because of its long association with UEFA, but also because of its ability to unite people and bring them together. This is particularly relevant for UEFA EURO 2020, as for the first time, we are staging the tournament across 12 countries, which will allow more fans than ever to watch top-level football across the continent.”

Coca-Cola has enjoyed a long and fruitful partnership with UEFA, having first signed up to sponsor UEFA European football’s premier national team tournament in 1988.

“We’ve had a long and rich history supporting football at all levels from the grassroots to the world stage,” added Walter Susini, Coca-Cola’s vice-president for marketing for Europe, Middle East and Africa.

“I am delighted that we can continue to share the joy of football with millions of fans, as well as our customers and partners. In 2020, leading up to and during the tournament, we’ll feature a broader array of beverages than ever before to refresh teams and fans alike all across Europe”.

Image Credits: UEFA