Manchester United signs three-year Coca-Cola deal

Manchester United has announced a new three-year partnership with The Coca-Cola Company, naming Coca-Cola as the club’s Official Carbonated Soft Drinks Partner in the United Kingdom and Europe.

As part of the agreement, Coca-Cola will feature prominently across matchdays and fan experiences, with pouring rights granted for a wide range of products including Coca-Cola, Coca-Cola Zero, Diet Coke, Fanta, Fanta Zero, Sprite, Sprite Zero, Dr Pepper and Dr Pepper Zero.

Supporters at Old Trafford will also be able to enjoy Coca-Cola products in the newly launched Pop-Up Pub located in the W1 car park.

The partnership will see Manchester United and Coca-Cola collaborate on fan engagement initiatives, digital content and community-focused programs, creating unique opportunities to connect with supporters across the UK and Europe.

The deal builds on Coca-Cola’s existing league-wide partnership with the Premier League and highlights its commitment to football fans.

Marc Armstrong, chief business officer at Manchester United spoke enthusiastically about the partnership.

“Coca-Cola and Manchester United are two of the world’s most iconic brands, each with a proud history of bringing people together,” Armstrong said in a statement.

“We are forming a partnership that will go beyond matchday refreshments at Old Trafford – creating engaging and memorable experiences that connect our fans to the club in fresh and impactful ways.”

Elodie Peribere, senior marketing director of Coca-Cola spoke about the big size of Manchester United and how it benefits their brand.

“Manchester United is one of the most iconic clubs in world football, with a legacy of greatness and a fanbase that spans generations. We’re proud to partner with the club to deliver uplifting and refreshing experiences for supporters through our leading carbonated brands, Coca-Cola.” Peribere said in a statement.

For United, the partnership represents smart business, strengthening the club’s commercial portfolio while aligning with one of the world’s most recognisable brands, ensuring added value both on and off the pitch.

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Football Australia Expands Mental Skills Program for Match Officials Amid Sustained Focus on Referee Retention

Football Australia has confirmed a second national webinar for match officials, led by sports psychologist Dr Liam Slack, extending a referee development series introduced after strong engagement with an initial session on managing match-day pressure.

The upcoming session, themed “parking with purpose,” will focus on decision-making strategies designed to help referees process on-field calls and reset attention quickly across a match that can present hundreds of individual decisions. Dr Slack, who also consults with The Football Association and the AFC Referee Academy and previously spent over a decade as a performance psychologist with the Professional Game Match Officials Limited in England, brings substantial elite-level experience to a program open to officials at every level, from grassroots to professional.

The theme builds on work Dr Slack has already delivered within Australian officiating. He recently led a session with Football Australia’s National Referee Academy on the same concept, framing the ability to consciously park a decision and refocus on the next phase of play as a trainable skill rather than an innate trait, one that separates officials who reset quickly under pressure from those who don’t. He has also addressed more than 100 Football Australia elite match officials and staff on developing a stronger match-day mentality, an indication of how embedded this psychological framework has become across the officiating pathway rather than remaining a one-off intervention.

The expansion of the webinar series reflects a broader shift in how football administrators are approaching referee attrition. Rather than treating retention purely as a recruitment or pay problem, the program signals an institutional acknowledgment that the psychological demands of officiating, particularly the compounding pressure of split-second decisions under public scrutiny, are a material factor in whether officials remain in the game.

It rests alongside other measures adopted across Australian football in recent years, including visible identification programs for junior referees and structural reviews of referee departments at state federation level, all aimed at the same underlying issue: a shrinking pool of match officials relative to demand.

Football Australia has not detailed metrics for assessing the program’s impact on referee numbers, though the recurring engagement of an internationally credentialed specialist across multiple tiers of the officiating pathway suggests sustained institutional investment in the approach.

Arsenal FC announce Saint Lucia as new destination partner

Starting in the 2026/27 season, the deal will see Saint Lucia become Arsenal‘s Official Destination Partner.

 

Global reach of a football giant

As one of the most popular clubs in the world, Arsenal’s influence expands far beyond the boundaries of North London.

And with its latest partnership, alongside the Saint Lucia Tourism Authority (SLTA), the reigning Premier League champions will help to promote the Caribbean island to the UK market.

Furthermore, the agreement will see additional benefits for both parties, including the development of an Academy Hub in Saint Lucia, brand visibility at the Emirates Stadium for both Premier League and Women’s Super League games, and more.

“We are entering an exciting term as Arsenal’s Official Destination Partner, aligning with a club that has a loyal, global supporter base,” said Saint Lucia’s Minister for Tourism, Commerce, Investment, Creative Industries, Culture and Heritage, Dr. Ernest Hilaire via media release.

A partnership extending from one side of the Atlantic to the other, uniting communities through football.

 

Sport and culture go hand-in-hand

This isn’t the first time, however, that Saint Lucia Tourism Authority has ventured into the commercial world of global sport.

In the past, for example, the organisation built firm relationships with several other iconic outfits including the New York Yankees (baseball), Toronto Raptors (basketball), Toronto Maple Leafs (ice hockey) and Brooklyn Nets (basketball).

But with an iconic club like Arsenal the latest addition to the lost, it further proves that sport, culture and commerce are by no means seperate entities.

In fact, in a deal such as this, all three can grow and thrive.

Arsenal are one of several clubs to establish ties with tourism boards and destination groups across the world. Notable partnerships include:

  • Manchester City and Visit Abu Dhabi
  • Fulham FC and Visit Mongolia
  • Manchester United and Visit Malta

Exposure for international tourism boards at Premier League grounds holds immense economic potential, thus a key aim in the alliance between Saint Lucia and Arsenal is to drive the island’s economy through tourism.

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