Paris Saint-Germain and Coca-Cola France announced on 26 August a global partnership running until 2029, bringing Coca-Cola back as an official partner of the club, according to the club's announcement, also reported by e-marketing.fr. The two had worked together before, and Coca-Cola says it has been alongside PSG supporters for more than twenty years. Powerade, also owned by The Coca-Cola Company, joins the deal with activations around effort, energy and pushing physical limits.
A collector can and a space at the Parc des Princes
The first visible piece lands in October. To celebrate the return of the partnership and congratulate the club on its 2025-2026 season, Coca-Cola will release a limited-edition collector can in PSG's colours. It is produced in 400,000 units and goes on sale from 12 October in more than 650 Carrefour stores in Île-de-France.
The partners will also unveil a new experiential space at the Parc des Princes, presented as a gathering place open to all supporters. Through the season it will host activations, immersive experiences and exclusive events around football and Parisian culture. In France, the announcement says, the partnership will run all year through popular activations, exclusive experiences and events designed close to the fans.
Football, fashion and music
Both sides frame the deal as more than a football sponsorship. PSG presents itself as a cultural reference at the crossroads of football, fashion, music and lifestyle, and the partners say they want to build on the passions of younger generations to create new ways of connecting with supporters around the world.
The club, founded in 1970 and owned since 2011 by Qatar Sports Investments (QSI), won the UEFA Champions League in 2025 and 2026. Beyond football it runs handball, judo and esports teams, has worked with Jordan since 2018 and claims more than 250 million fans on social media.
"Today we are proud to write a new chapter of this shared story, with the ambition of creating ever more innovative, creative and engaging experiences that can bring our millions of fans around the world closer together, well beyond football," said Richard Heaselgrave, Chief Revenue Officer of Paris Saint-Germain (translated from French). Sébastien Lesage, director of sports partnerships at Coca-Cola Europe, said the new partnership will let the brand "keep imagining experiences that create connections, well beyond the pitch" (translated from French).
