The Bundesliga has renewed its partnership with Coca-Cola for another three seasons, keeping the beverage giant on board as the league’s official beverage partner until June 30, 2029.
The new agreement includes licensing rights, marketing rights and digital assets, further strengthening a relationship that has been part of German football for decades. Coca-Cola has long partnered with clubs across both the Bundesliga and 2. Bundesliga, and last month also extended its sponsorship agreement with Bayern Munich through 2034.
Bundesliga Media Chief Commercial Officer Peer Naubert said the combination of global reach and strong local roots makes the partnership a natural fit, adding that both organizations aim to engage fans through creative football activations.
Coca-Cola Europacific Partners Germany Chairman John Galvin highlighted the company’s extensive domestic presence, noting that Coca-Cola operates 23 locations and employs more than 6,000 people in Germany. He added that nearly all of the company’s approximately 60 beverages sold in Germany are produced locally, reinforcing the connection between local communities, domestic production and German football.
Financial terms of the three-year extension were not disclosed.