Coca-Cola Extends PSG Partnership Until 2029 with Focus on Fan Experiences
Coca-Cola has renewed its partnership with Paris Saint-Germain (PSG) for another three years, cementing their relationship until 2029.
The goal of this partnership is to unite fans globally and create emotional connections through shared experiences. Sébastien Lesage, director of sports partnerships at Coca-Cola Europe, emphasized the power of football in bringing people together: 'At Coca-Cola, we have always believed in the power of shared moments... Football is one of its most universal expressions: it brings people together, creates emotion and connects generations.'
The partnership will focus on creating cultural initiatives to bring generations together, including fan-focused activations and exclusive experiences throughout the year. One such initiative includes an experiential space at the Parc des Princes in Paris, which will host fan activations and events during the football season.