News & Events

Tuesday 08 May, 2018


    • Coca-Cola has revealed plans to support licensed outlets for 2018 FIFA World Cup
    • Over 8,000 bespoke POS kits available to help build excitement
    • World Cup opportunityestimated to be worth £60m in the licensed trade

    Coca-Cola European Partners (CCEP) has revealed its plans to help licensees tap into the £60m on-trade opportunity during the 2018 FIFA World Cup through a range of Coca-Cola point of sale and promotional activities.

    Licensees will have access to more than 8,000 activation kits from the middle of May, which will include a match planner and World Cup bunting. The campaign also includes social media support and incentives, exclusive quizzes and competitions to help create excitement and promote the game in venues ahead of kick off on the 17th June.

    Consumers will have the opportunity to win a home entertainment system and a range of runner-up prizes including FIFA footballs by entering a unique four-digit code or scanning a barcode, which can be found on neck collars for Coca-Cola Classic, Coca-Cola Zero Sugar and Diet Coke glass Icon bottles, table talkers and coasters into Coca-Cola’s website –

    Big value football tournaments are estimated to be worth at least £60million[1] to licensed outlets with each sports fan spending an average of £16.75 during a live sports event[2]. This shows that the World Cup is a key opportunity for licensees to boost sales and footfall, create additional social occasions and increasing dwell time.

    Rob Harris, Out-of-Home Director at Coca-Cola European Partners, said: “38% of younger consumers between the ages of 18-34 are planning to watch matches at the pub[3], so there’s no denying that the 2018 FIFA World CupTMpresents an extremely lucrative opportunity for licensees.


    “Soft drinks are already the second biggest category by share of serve on trade[4], and with the majority of games being played before 7pm, there is a real chance to maximise soft drinks sales.  We hope that we can help licensees to capture the excitement of the nation ahead of and during the FIFA World CupTM.We’d recommend that licensees review their soft drinks range ahead of the tournament to ensure choice is being offered. Make sure soft drinks are visible in outlet and keep well stocked up to keep up with the demand.”

    Licensees can apply for their kit by contacting the CCEP Customer Hub ( or via the customer hotline (0808 1 000 000).

    [1] Based on Euro’s 2016 revenue uplift, CGA-managed EPOS, June 2016

    [2] MCA 01 Sep 2017

    [3] HIM Ltd 2018

    [4] CGA On Premise Measurement Service Data to 22/04/2017

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