This landmark deal builds on Newcastle United’s ambitious commercial momentum, bringing in one of the most recognisable brands on the planet and unlocking new opportunities to connect with the club’s global fanbase and a new generation of consumers.

At the heart of this partnership is a shared ambition to supercharge the matchday experience both in-person and through shareable digital moments blending football with music and culture.

As the official presenting partner of St. James’ STACK, Coca-Cola will transform the club’s premier entertainment hub into an electric epicenter of fan activity. Supporters can look forward to exclusive live music performances, immersive interactive fan zones, high-octane game-day giveaways, and VIP matchday experiences throughout the season.

Blending a creator-led approach with the power of traditional football rights, the partnership will deliver compelling content and experiences that extend beyond matchday, celebrating the culture surrounding the game and bringing fans closer to the club than ever before.

Commenting on the partnership, Newcastle United’s Chief Revenue Officer, Dave O’Connor, said: “Coca-Cola has a long and rich history in sport, holding relationships with some of the biggest names in world football. We’re delighted to welcome such an esteemed partner to Newcastle United.

“Together, we’ll celebrate the things that make Newcastle such a proud and distinctive city: football, character, music, culture and, above all, the sense of celebration that brings people and communities together.

“From elevating the matchday experience at St James’ STACK to connecting with new audiences around the world, we’re excited about what we can create together.”

Dusan Stojankic, General Manager at Coca-Cola Great Britain and Ireland added: “Newcastle United is a club that represents far more than football. From the incredible atmosphere at St. James’ Park to the deep connection between the club, the city and its supporters, there is something truly distinctive about it. Through this partnership, we look forward to creating unforgettable moments for fans and becoming part of the celebrations, traditions and experiences that bring the Newcastle United community together.”