Liverpool and Coca-Cola combine in partnership

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Liverpool
Image credit; Liverpool

Premier League giants, Liverpool, have partnered with a leader of the beverage industry, Coca-Cola. The world renowned brands announced a long-term partnership with a focus on enhancing the match day experiences for fans at both the men’s and women’s team matches.

Working closely together, both parties will look to deliver a one of a kind, money can’t buy, experience for fans, and offer limited edition merchandise prizes. Coca-Cola is no stranger to the sport of football. The company profits approximately $34 billion dollars annually, and is passionate about injecting money back into the game.

Coca-Cola has a rich history of supporting football at the highest levels, all the way down to the grassroots level. The company introduced itself to football at the 1950 FIFA World Cup in Brazil, with the advertising of its products for the first time. Fast forward to the 1978 FIFA World Cup in Argentina, and Coca-Cola became an official worldwide sponsor of the tournament, and a staple partner going forward. From that World Cup onwards, Coca-Cola would go on to be a worldwide sponsor at every FIFA World Cup to date.

At the grassroots level, the beverage giant has made a conscious effort to make football more enjoyable for kids. The company has poured money into football tournaments for players at grassroots globally, whilst aiming to promote a healthy and active lifestyle for participants. For example, the Copa Coca-Cola Youth Football Tournament event unites over one million teenagers around the world. The Coca-Cola-funded tournament encourages teenagers from 73 countries around the world to play the game whilst learning the values of team spirit, friendship and respect, and the benefits of a balanced diet.

Coca-Cola Europe’s Marketing Experience Director, Michael Willeke, speaking on the Liverpool partnership and the company’s connection with football, said via press release:

“Having been an integral part of the football match-day for decades, we are excited to offer fans the chance to enjoy incredible experiences and unique moments at home, at bars and restaurants and in the stadiums as part of our new campaign.”

“Football has the power to bring people together and we cannot wait to reward fans across Europe with access to unforgettable moments and a host of benefits that only Coca-Cola can offer in collaboration with our partners.”

The excitement was echoed by Liverpool’s Commercial Director, Ben Latty, who added via press release:

“We are delighted to have Coca-Cola join our family of official partners. We’re really excited to grow this partnership together and we extend a very warm welcome to Anfield to Coca-Cola. The ambition with all of our partnerships is to work with the most inspiring and innovative brands in the world and Coca-Cola fits this ambition in every way.”

On the pitch, the financial might that Coca-Cola brings to Liverpool is sure to wet the appetite of fans. A partnership of this calibre is very important for a club looking to compete with Premier league rivals and big spenders Manchester City. The additional revenue stream that Coca-Cola injects to the club can be put towards recruitment and player transfers, ensuring the club remains competitive for years to come.

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Melbourne Victory and BYD drive innovation through new major partnership

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Image Credits: Shutterstock

Melbourne Victory has officially welcomed BYD as a Major Partner and the Club’s exclusive Motor Vehicle Supplier for the next 12 months. At a partner launch bringing together the two organisations, the focus is on building around innovation, growth and a drive for success. The partnership will place BYD at the centre of Melbourne Victory’s fan experience. The brand will feature on the front of both the A-League men’s and women’s home and away jerseys. This gives BYD a strong presence across matchdays, broadcasts and digital content throughout the season.

The partnership extends well beyond the playing kit. BYD will be integrated across Melbourne Victory’s media, Academy and community assets. The two organisations will also collaborate through Member and pathways programs. This creates opportunities for BYD to connect with Victory supporters across multiple touchpoints.

For BYD, the partnership provides a direct connection with Melbourne Victory’s growing supporter and member base. The automotive brand has built a rapidly expanding presence in Australia and New Zealand. Its partnership with Victory provides another platform to build awareness and engage with Australian consumers. BYD Australia Chief Operating Officer Stephen Collins said the alignment between the two organisations was a key factor behind the deal.

“At BYD we’re enormously excited to welcome the Melbourne Victory into the BYD family as an exclusive automotive partner,” Collins said.

“What really appeals to us was the culture of innovation and the hunger for success.”

That alignment is reflected in the way the partnership will operate. BYD will not simply appear on Melbourne Victory assets. The brand will be connected to the Club’s members, fans, business network, pathways and community programs. Melbourne Victory Managing Director Caroline Carnegie said the partnership reflects a shared ambition for continued growth. She also highlighted the organisations’ common focus on leading, connecting and inspiring their communities. Together, Melbourne Victory and BYD will bring the partnership to life across matchdays, media, community initiatives and supporter experiences throughout the 2026-27 season.

Episode 4: “You could have sold it out twice”: Peter Filopoulos on why unification is the way forward

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PETER FILOPOULOS sees Saturday’s Australia Cup final between Melbourne Victory and South Melbourne Hellas as a ‘unification event’ that must be harnessed as a window to the future – rather than a means of stirring up old division – if Australian football is to progress.

“This game sold out organically, and having run marketing, corporate affairs and communications at Football Australia previously, I don’t think they would have needed to spend one single dollar on marketing,” Filopoulos told Soccerscene Unfiltered.

“You could have probably sold it out twice! This tells me it’s the sort of product the fans want; it’s authentic and taps into the new and the old, and demonstrates culture as a real asset. You couldn’t have scripted it better.

“If I was in a decision-making position at the A-League, I’d be looking very closely at why fans have responded in such an emphatic way.”

Filopoulos has seen it all across his near-35 year career in sports administration, which by his calculation has been split evenly inside the Australian football tent and outside it – but when outside, always with at least one eye glancing back.

Fifteen years across AFL clubs Hawthorn & North Melbourne as that code moved from a financially traumatic 1990s into a wealthier new millennium; five years at Football Australia: ‘easily the most transformative period for Australian football in its history’; stints with Etihad Stadium and even a period ‘completely out of my comfort zone’ at Swimming Australia.

There’s been crisis management, stepping in as Perth Glory CEO after the 2015 salary cap scandal; he’s seen the A-League’s boom times under the Lowys & Fox Sports’ 2018 broadcast deal; he’s enjoyed the euphoria of the 2023 Women’s World Cup in Australia and New Zealand.

But all stems back to the National Soccer League and South Melbourne Hellas, and his bold decision to take on the Club’s inaugural general manager position in December 1993, aged just 25.

“I wasn’t ready… but what it taught me is when an opportunity is presented to you, just say ‘yes’ and work out how to do it later. I’ve used this throughout my career, and that was one of those instances where I threw myself in the deep end.

“I had my career mapped out, and was working quite happily in accounting. But I was a passionate fan and having grown up at the old Middle Park, it was a natural ‘yes’ – and I was young enough to take a risk.”

With today’s A-League financially ailing and great clubs of yesteryear enjoying what Filopoulos terms a ‘renaissance’ – and agitating as vociferously for a return to the top flight as at any point since the demise of the NSL – he feels it is again time for bold leadership, and a little risk.

“You can have all the ambition in the world, and in being part of a club, you’re a custodian. But as I’ve always seen it, you need a sustainable commercial model: sound ownership, sound facilities, revenue, etc…

‘But you also need to understand how to tap into that asset of culture. What we’re seeing with the Australia Cup final is a result of culture, right? You need to create it amongst your fans, and know who your fans are, and tell them what you’re striving for. Bring them along on the journey!”

Catch the full chat with Peter Filoupolos on Soccerscene Unfiltered: from ‘eyeballing’ Frank Arok and backing Ange Postecoglou, overcoming resource challenges at Football Victoria, to the rise of the Matildas, and plenty more…

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