BELFAST – In a move that significantly bolsters the landscape of domestic and international sport in the region, The Coca-Cola Company and its bottling partner, Coca-Cola HBC, have officially signed a multi-year soft drinks partnership with the Irish Football Association (IFA) and the Northern Ireland Football League (NIFL).
The “Back of the Net” partnership is designed to support the beautiful game at every level—from the men’s and women’s national teams to the local clubs competing in the domestic leagues.
Enhancing the Fan Experience
The collaboration aims to transform how fans engage with the sport. Through a series of matchday activations, digital content, and fan-focused initiatives, Coca-Cola intends to use its global marketing expertise to celebrate Northern Ireland’s football culture.
Key brands involved in the activation include:
- Coca-Cola Original Taste
- Coca-Cola Zero Sugar
- Powerade (Focusing on hydration for athletes and fans alike)
Supporters can look forward to enhanced product availability at stadiums, branded experiences, and exclusive access to football events.
A Legacy of Support
Coca-Cola has been a staple of the Northern Ireland economy for over 86 years, employing 550 people at its Lisburn production facility alone. This partnership mirrors its global sports legacy, which includes long-standing ties with the FIFA World Cup and the English Premier League.
Simon Fitzpatrick, General Manager at Coca-Cola HBC Ireland and Northern Ireland, expressed his enthusiasm: “We are excited to enhance the matchday experience for football fans… as they come together to support their teams.”
Gerard Lawlor, CEO of the NI Football League, noted that the three-year investment represents a “meaningful” boost for domestic football, while IFA Chief Executive Patrick Nelson highlighted the partnership’s potential to broaden the game’s appeal to a wider audience.