Atlanta, GA – June 18, 2025 — In a landmark partnership poised to reshape sports sponsorship and fan experience, Coca-Cola CEO James Quincey today announced a groundbreaking 10-year exclusive product deal with Major League Baseball’s Atlanta Braves, calling it a “super deal” that aligns two iconic Atlanta institutions under a shared vision for the future.

The deal, officially signed this week, cements Coca-Cola as the exclusive non-alcoholic beverage provider for Truist Park and all Atlanta Braves operations through the 2035 season. The partnership includes full brand integration throughout the stadium, fan engagement platforms, merchandise collaborations, and co-branded content campaigns that will span the globe.

“Coca-Cola and the Braves are both born and bred in Atlanta. This partnership is more than business — it’s about celebrating community, tradition, and our mutual passion for excellence,” said James Quincey, Chairman and CEO of The Coca-Cola Company, during a press conference held at Truist Park this morning. “We’re not just sponsoring baseball — we’re enhancing the fan experience at every level.”

A Hometown Alliance

Coca-Cola and the Braves have long had informal ties, with Coke products available at Braves stadiums for decades. But this marks the first time the beverage giant has entered into an exclusive, strategic long-term agreement of this scale with the team.

According to sources familiar with the deal, the agreement is valued at well over $250 million over the 10-year span, including a multi-million dollar renovation of Truist Park’s beverage infrastructure and Coca-Cola-branded fan zones, lounges, and digital experiences.

Braves Chairman Terry McGuirk praised the partnership as a “game-changer.”

“We’re proud to partner with a company that shares our roots, our values, and our commitment to innovation,” said McGuirk. “This deal is not just about drinks — it’s about deepening our connection to fans and enhancing everything they see, taste, and touch during a Braves game.”

New Fan Experiences Coming

As part of the deal, Coca-Cola will unveil the Coca-Cola Champions Pavilion, a new 12,000-square-foot premium fan experience set to open in 2026. The pavilion will offer curated food and beverage options, interactive displays showcasing Coca-Cola’s and the Braves’ shared history, and an immersive “Taste the Game” exhibit that pairs signature Coca-Cola products with ballpark classics.

Additionally, Coca-Cola will roll out limited-edition Braves-themed packaging and co-branded collectible merchandise, available in stores regionally and at Truist Park. A new ad campaign, “One Team. One City. One Coke.” is expected to launch nationally during the MLB All-Star Game broadcast in July.

Quincey emphasized the company’s commitment to innovation through the partnership.

“This is not about doing what’s always been done. We want to surprise and delight Braves fans with new flavors, new formats, and unforgettable experiences — whether they’re at the ballpark or watching from home,” he said.

 

A Global Strategy Rooted in Local Pride

Industry analysts see the partnership as part of Coca-Cola’s broader strategy to deepen local engagement while leveraging global brand power.

“We’re seeing Coca-Cola double down on hometown relationships that resonate emotionally with consumers,” said sports marketing expert Dr. Rebecca Lin of NYU’s Tisch Institute. “This Braves deal is a smart play — it reinforces Coke’s Atlanta identity while offering a scalable template for future team alliances.”

While Coca-Cola has sponsored sports on the global stage for decades — from the Olympics to FIFA World Cup — this deal reflects a return to local authenticity, particularly at a time when brands are striving to rebuild trust and relevance in regional markets.

Sustainability and Social Impact

A significant component of the “super deal” also involves shared commitments to sustainability and community outreach.

The two organizations plan to launch the “Play Responsibly, Live Sustainably” initiative, which will include expanded recycling infrastructure at Truist Park, educational campaigns about plastic use reduction, and a pledge to transition all in-stadium Coca-Cola packaging to 100% recyclable or compostable materials by 2028.

Moreover, Coca-Cola and the Braves Foundation will jointly contribute $10 million over the next decade to youth baseball and softball programs across underserved Atlanta neighborhoods, aiming to increase access to sports, mentorship, and health education.

“We believe in using our platform for good,” Quincey said. “This partnership is not just about profit — it’s about purpose.”

Looking Ahead

Fans will begin to see the first changes this season, including new beverage carts, exclusive Coca-Cola flavor sampling stations, and branded content on Braves’ digital channels. Full integration is expected by Opening Day 2026.

Braves superstar outfielder Ronald Acuña Jr. weighed in on the announcement with enthusiasm:

“I grew up drinking Coca-Cola, and now to see them step up like this for our team and our city — it’s amazing. Fans are going to love what’s coming.”

As the Braves continue their charge toward another playoff season and Coca-Cola maintains its status as one of the world’s most recognized brands, this new 10-year alliance looks to set a new gold standard in sports partnerships — blending tradition, innovation, and community impact under one Atlanta skyline.