Coca-Cola has signed a two year partnership deal with Rugby Australia and Men’s Rugby World Cup 2027.
The partnerships will see Coca-Cola aligned with Rugby Australia's national teams, including the Wallabies and Wallaroos, as well as the World Cup itself across its seven host cities and eight venues.
Ahmed Rady, vice president and general manager at Coca-Cola Australia, said sport offered one of the most powerful opportunities to connect with fans.
"For generations, Coca-Cola has been part of the moments that bring people together, and few opportunities are more powerful than sport," said Rady.
“These partnerships allow us to connect with fans at every level of the game, from supporting Australia's national teams through to helping deliver one of the world's biggest sporting events when Men's Rugby World Cup 2027 comes to Australia.”
As part of the deal Coca-Cola will become the exclusive non-alcoholic beverage partner, inclusive of pouring rights across all tournament food and beverage facilities, including official bars, VIP functions and fan festivals.
The partnership will be advertised through marketing activations, experiential and customer and consumer engagement.
Chris Stanley, managing director at Men's Rugby World Cup 2027, said securing Coca-Cola was a significant milestone for the tournament.
"We are thrilled to welcome Coca-Cola as an Official Partner as we build towards one of the biggest and most exciting Rugby World Cups ever staged," said Stanley.
"Securing a global brand of Coca-Cola's scale and stature is a significant milestone for Men's Rugby World Cup 2027 and a strong endorsement of both the tournament and the opportunity it presents for fans, partners and communities across Australia.
"Coca-Cola shares our commitment to creating memorable experiences for fans and bringing people together through sport, making them an ideal partner for this event.
"The partnership announcement comes at an exciting time for the tournament, following the successful ticket Application Phase that demonstrated the incredible appetite from fans worldwide."
Coca-Cola has become a gold sponsor of Rugby Australia and its teams.
Phil Waugh, CEO at Rugby Australia, said the partnership reflected the game's ability to attract global brands.
"Coca-Cola is a global icon with a long and celebrated history of supporting many of the world's premier sports events, leagues and teams," said Waugh.
“We are therefore thrilled to welcome Coca-Cola into the Rugby Australia family as a Gold Sponsor for at least the next two years as we build towards pinnacle events including the home Men's and Women's Rugby World Cups in 2027 and 2029.
"On behalf of Australian Rugby, I would like to thank Ahmed Rady and his outstanding team at Coca-Cola Australia for their partnership with Rugby Australia and Men's Rugby World Cup 2027 as we build towards a truly extraordinary period for the game in our country."
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