Coca-Cola Europacific Partners has launched a new promotional campaign tied into the English Premier League’s 2026/27 season.
The ‘Taste Every Second’ campaign is intended to help venues make the most of one of the UK’s biggest sales-driving occasions.
Football is the UK’s ‘number one passion point’, with around 40 million people tuning into the Premier League each season.
As the Official Soft Drink of that league, Coca-Cola Zero Sugar aims to be at the heart of football occasions throughout the season, giving venues a platform to activate around matchdays and encourage consumers to choose Coca-Cola when watching the action out of home.
Driving excitement around the campaign is English rap star, Central Cee, who stars in a new two-minute cinematic film soundtracked by his original track ‘The Team’.
The track is now available across major streaming platforms, co-released under Columbia Records and Coca-Cola’s own real thing records.
The campaign itself promises high-impact activity throughout the season, including sampling, watch parties, trophy moments and other fan experiences, supported by social media, influencer and out-of-home advertising.
Vice-president of commercial development at CCEP GB, Rob Yeomans, said: “The Premier League is one of the biggest sporting occasions in the calendar, creating a huge opportunity for venues 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 pubs and venues, it’s about making Coca-Cola part of the matchday occasion and giving fans an even better experience when they watch together.
“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.”
