7 February 2019: Coca‑Cola Great Britain has kicked off its partnership with the Premier League with the launch of a new campaign, Where Everyone Plays. The campaign looks to bring fans closer to the magic of the Premier League, giving access to matchday experiences and will take the Premier League Trophy to people up and down the country.
The new campaign includes a TV ad which features 250 real fans from all 20 Premier League clubs, alongside brand ambassadors Jesse Lingard and Jermaine Jenas. The emotive film, set to the tune of Yazoo’s Only You, showcases the people who make the Premier League the most exciting and diverse league in the world. The advert features some well-known fans from clubs across the League including Kayla, Crystal Palace’s eagle, and Everton’s ‘Speedo Mick’, who braves the cold on a weekly basis in just a pair of swimming trunks to raise money for charity.
The new advert also features guest appearances from England international and Manchester United superstar Jesse Lingard, who surprises unsuspecting fans outside of the stadium, as well as Jermaine Jenas, who takes matchday analysis to another level with a very unusual appearance.
Commenting on his brilliantly bizarre transformation in the film, broadcast pundit and former Premier League footballer Jermaine Jenas, said: “I’ve commentated in a variety of situations but analysing a game as a battered fish has to top them! It’s a fantastic campaign to be part of and I’m looking forward working with Coca‑Cola to help bring more fans closer to the action.”
Manchester United star and England international, Jesse Lingard, added: “Surprising fans while they were being filmed and seeing their reaction was incredible! The fans really are what make the Premier League - I wouldn’t be able to do what I do each week without them and so it’s great to be working with Coca‑Cola to give more people the opportunity to get involved.”
As part of the new partnership, the Official Coca‑Cola Great Britain Trophy Tour kicks-off in March, allowing fans across the UK to get up close and personal with the Premier League Trophy. A special tour bus, complete with a FIFA gaming floor and live entertainment aboard, will visit cities across the country. There will be special guest appearances from Premier League legends and the chance to win Premier League match tickets and exclusive fan experiences and merchandise.
Coca‑Cola is also launching an on-pack promotion, which will give one lucky supporter the chance to be their Club’s ‘12th player’. The ‘Be the 12th’ campaign will run across Coca‑Cola original taste and zero sugar and Diet Coke. Running in-store from February, the promotion will give one lucky fan the chance of winning the ultimate fan experience - including a hospitality package, tickets to matches and more. Throughout the campaign there will also be thousands of Premier League prizes to win such as matchday tickets, club shirts, FIFA games and more.
This is the first multi-brand sports sponsorship for Coca‑Cola Great Britain, which gives it the rights to activate the Premier League across many products in its portfolio. Building on its rich history and heritage in football, the sponsorship is launching with a Coca‑Cola brand campaign in which Coca‑Cola Zero Sugar takes centre stage and is the only product to feature in the Where Everyone Plays TVC. This is part of the company’s ongoing commitment to drive sales of its sugar-free options. Additional activity featuring other brands will follow later in the year.
Paul Grace, Marketing Director at Coca‑Cola Great Britain and Ireland, said: “Coca‑Cola has always been a passionate supporter of football and sport and we’re excited to be able to bring fans closer to the action through our partnership with the Premier League. We want to use this opportunity to celebrate the people who make the Premier League the best in the world, as well as raising awareness of our wide range of drinks.”
The Coca‑Cola Company has been a long-term supporter of football, inspiring and uniting people all over the world and creating memorable experiences for players and fans. It has helped millions of supporters get closer to the action through partnerships, such as its six-year sponsorship of the Football League which included high-profile campaigns like 'Win A Player' and 'Club Colours'. Coca‑Cola is also a long-term partner of FIFA World Cup.