Coca-Cola makes the fans the stars as it kicks off Premier League sponsorship

The drinks giant is celebrating “everyday” people as it looks to grow sales of its low and no-sugar variants through a three-and-a-half-year deal with the Premier League.

Coca-Cola is making “everyday people” the stars of its new multi-million pound campaign designed to celebrate its three-and-a-half-year partnership with the Premier League – the company’s biggest sport sponsorship agreement in the UK. The partnership is also part of the company’s wider plan to boost growth beyond its core brand and increase sales of its healthier variants – Diet Coke and Coke Zero Sugar.

The campaign, ‘Where Everyone Plays’, tells the story of football fans – from groundskeepers to general spectators – from all 20 Premier League clubs and how they not only watch the game but make the competition what it is today.

The 90-second spot, created by M&C Saatchi, is soundtracked by Yazoo’s ‘Only You’ and features cameos from Manchester United winger Jesse Lingard, former Premier League player-turned commentator Jermaine Jenas and more than 250 real supporters. It will air first air on TV tomorrow (8 February).

Other activations include a nationwide Premier League Trophy Tour that will take place during March and April, as well as an on-pack promotion offering one fan the chance to be their club’s ‘12th player’.

The ‘Be the 12th’ campaign will run across Coca-Cola original, Coke Zero Sugar and Diet Coke from February. The campaign will also be supported through media partnerships with Talksport and Joe.co.uk and in digital. Coca-Cola’s new marketing director for the UK and Ireland, Paul Grace, says the company is focused on “celebrating the people who make the Premier League the best in the world, as well as raising awareness of our wide range of drinks”.