Coca-Cola Europacific Partners (CCEP) has signed a landmark five-year agreement with Wembley Stadium Connected by EE, becoming the venue’s exclusive alcohol ready-to-drink (ARTD) supplier.
Under this new partnership, CCEP will supply its full ARTD line-up – including Jack Daniel’s & Coca-Cola, Absolut Vodka & Sprite, BACARDÍ & Coca-Cola, and Schweppes cocktails – to fans attending football matches, concerts and other live events.
The deal marks a major milestone for CCEP’s alcohol RTD portfolio, aligning its growing pre-mixed drinks business with a leading UK entertainment and sports venue.
It is understood that the deal is expected to reach more than 3 million visitors to Wembley throughout 2025 alone.
The partnership also comes as the ARTD category continues to surge in popularity across Great Britain, now worth more than £656m in value sales and growing faster than any other alcohol segment, according to IWSR data.
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“We’re incredibly proud to be joining forces with Wembley Stadium – a venue recognised across the globe,” said CCEP GB associate director of alcohol ready to drink Elaine Maher.
“This partnership marks an exciting new chapter for our alcohol ready-to-drink strategy, as the category continues to reshape how people drink – whether that’s picking up a pre-mixed serve in the supermarket, choosing from our range in convenience store chillers, or now enjoying them at some of the country’s biggest live events.
“By combining world-class spirits with iconic soft drinks, we’re delivering the flavours people love in a format that suits the moment – whether it’s a game, a gig or a night to remember.”
The FA commercial director James Gray added: “We’re thrilled to welcome Coca-Cola Europacific Partners to Wembley Stadium as our exclusive alcohol ready-to-drink provider. Their brands are a natural fit for our audiences – instantly recognisable, easy to enjoy and built for big occasions.
“At Wembley, everything we do is about enhancing the live experience. With CCEP’s support, we’re adding another dimension to that – helping fans celebrate the moments that matter, with drinks they love.”
