The drinks giant becomes the club’s Official Soft Drinks Partner and takes over presenting rights at St. James’ STACK, the fan zone beside the stadium.
Newcastle United has named Coca-Cola its Official Soft Drinks Partner in a multi-year deal that also makes the brand presenting partner of St. James’ STACK, the club’s fan zone next to St. James’ Park. The Premier League club announced the agreement on September 24. Neither side has disclosed the value or exact length of the contract.
The venue was previously branded “St. James’ STACK, presented by Sela,” and Coca-Cola’s name now replaces that association. STACK holds 2,000 people and is built from 56 repurposed shipping containers beneath the Gallowgate End. It opened in 2024 and won planning permission in 2025 to stay until 2031.
What the club said
Chief Revenue Officer Dave O’Connor said the deal pairs the club’s football platform with Coca-Cola’s history in sport, and will help Newcastle reach “new audiences around the world.” Dusan Stojankic, General Manager of Coca-Cola Great Britain and Ireland, said Newcastle stands for more than football, citing the matchday atmosphere and the bond between club, city and supporters.
Why the money matters
Commercial income keeps climbing at Newcastle. Accounts for the year to June 2025 showed record turnover of £335.3 million, helped by a 44% rise in commercial revenue. The club credited its in-house retail arm and the opening of STACK.
Profit after tax was £34.7 million, against an £11.1 million loss the year before. Much of that swing came from a £133.2 million gain on a property reorganisation, so the profit does not reflect trading alone. Coca-Cola joins a partner list that includes adidas, KNOX, SumUp, Guinness and BetMGM.
What it signals for beverage brands
The deal shows sponsorship moving from logo placement toward venues a brand can shape directly. Coca-Cola gets a fixed site where supporters eat, drink and watch live music around fixtures, plus digital content to carry that beyond the stadium.
The brand has the reach to justify the spend. Brand Finance again ranked Coca-Cola the world’s most valuable non-alcoholic drinks brand this year, at $46.1 billion, though its value slipped 1%. Its Nigerian arm also ran a ₦600 million consumer rewards campaign earlier this year as inflation eased.
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