AUSTRALIA | Coca-Cola has announced two landmark partnerships with the Men’s Rugby World Cup 2027 and Rugby Australia, reinforcing its commitment to Australian sport.
Ahmed Rady, Vice President & General Manager, Coca‑Cola Australia, said that for generations, Coca-Cola has been part of the moments that bring people together, and few opportunities are more powerful than sport.
“As Australia prepares to welcome the world, we're proud to play a role in creating memorable experiences that unite communities and celebrate the passion of rugby fans both locally and abroad,” said Rady.
He added that these partnerships allow the company to connect with fans at every level of the game, from supporting Australia's national teams through to helping deliver a big sporting event.
As the exclusive non-alcoholic ready-to-drink (NARTD) beverage partner, Coca-Cola will hold pouring rights across all tournament food and beverage facilities, including official bars, VIP functions and fan festivals across the seven host cities and eight state-of-the-art venues.
The partnership will come to life through marketing activations, premium experiences, and customer and consumer engagement, ensuring fans are at the centre of every moment.
According to Men’s Rugby World Cup 2027 Managing Director Chris Stanley, securing a global brand of Coca-Cola's scale and stature was a significant milestone and a strong endorsement of both the tournament and the opportunity it presents for fans, partners and communities across Australia.
Coca-Cola has also entered a two-year partnership with Rugby Australia, becoming a Gold Sponsor of the national body and its teams, including the Wallabies and Wallaroos.
As part of both partnerships, Coca‑Cola will deliver programs that support customers and enhance consumer engagement, spanning fan-first activations, premium hospitality and exclusive experiences to drive meaningful connections with spectators across the tournament and beyond.
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