Coca-Cola Scores With Central Cee in New Football Campaign

Coca-Cola Zero Sugar is bringing football, music and youth culture together through its latest Premier League campaign, “Taste Every Second.”

The beverage brand has teamed up with UK rapper Central Cee to release The Team, an original track created specifically for the campaign. The song forms the soundtrack to a two-minute film capturing the emotional highs and lows of following a Premier League club.

Turning fandom into a cultural moment

The campaign focuses on the unconditional loyalty of football fans from pre-season excitement to the tension of the final whistle. Central Cee’s connection with football and youth culture adds a music-driven layer to the brand’s Premier League association.

The collaboration was released through Live Yours, a Columbia Records imprint, and Coca-Cola’s own label, real thing records.

More than a sponsorship

Coca-Cola is using its Premier League partnership to become part of football culture, rather than simply placing its branding around matches.

The brand’s three-year partnership with the Premier League runs until May 2028, giving Coca-Cola a long-term platform to build campaigns around football fandom.

Extending the campaign beyond screens

The activation also moves into retail, with limited-edition Coca-Cola packs rolling out from August. QR codes on selected packs will give consumers access to football-themed prizes, collectibles and exclusive experiences.

The bigger takeaway

Coca-Cola is combining sport + music + celebrity + fan participation to make its Premier League partnership more culturally relevant.

Instead of selling the sponsorship as a traditional sports association, the brand is turning football emotion into entertainment using Central Cee and original music to connect with a younger audience.