Coca-Cola takes centre stage at Newcastle’s matchday fanzone
Newcastle United have signed a multi-year agreement with Coca-Cola that gives the drinks company a club partnership and a prominent role at the St. James’ STACK fanzone.
Newcastle United have named Coca-Cola their Official Soft Drinks Partner in a multi-year agreement that also makes the company presenting partner of St. James’ STACK, giving the club a new commercial partner with a visible role in its matchday entertainment offer.The partnership will bring Coca-Cola branding and activity to the fanzone beside St. James’ Park, where the companies plan live music, interactive experiences, giveaways and VIP opportunities during the season. They also intend to produce digital content built around the club, its supporters and the culture of matchdays in Newcastle.Newcastle United chief revenue officer Dave O’Connor said: “Coca-Cola has a long and rich history in sport, holding relationships with some of the biggest names in world football. We’re delighted to welcome such an esteemed partner to Newcastle United.”The STACK role gives Coca-Cola a presence in a space designed for supporters to gather around fixtures, placing the brand within an existing part of the club’s matchday operation. It also allows Newcastle to develop entertainment and content with a partner whose involvement spans activity at the venue and material intended for audiences beyond it.Newcastle said the agreement would combine traditional football partnership rights with content led by creators, as both parties seek to engage supporters outside the time they spend inside the stadium. The emphasis on music and local culture gives the partnership a broader brief than soft drink visibility alone, while the planned experiences will provide regular opportunities for activity across the season.Coca-Cola Great Britain and Ireland general manager Dusan Stojankic said: “From the incredible atmosphere at St. James’ Park to the deep connection between the club, the city and its supporters, there is something truly distinctive about it. "Through this partnership, we look forward to creating unforgettable moments for fans and becoming part of the celebrations, traditions and experiences that bring the Newcastle United community together.”The deal adds another international consumer brand to Newcastle’s commercial portfolio as the club develops partnerships centred on supporter experiences and content. Its principal matchday platform will be St. James’ STACK, making the delivery of the promised events and activities a visible measure of how the agreement develops.