Coca-Cola and HSV extend their partnership until 2027

Coca-Cola is moving from supplier to partner of HSV. The partnership between Coca-Cola and Hamburger SV, which has existed since 2013, is thus being extended until 2027.

Coca-Cola Europacific Partners Deutschland GmbH (Coca-Cola for short) has been a supplier to HSV since 2013. Among other things, the beverage producer is responsible for serving drinks at all HSV matches and at events in the Volkspark Stadium. This reliable partnership is now going into the next round. Coca-Cola will become a supplier and partner of HSV until at least 2027.

"The five-year contract extension is a clear sign of continuity in a partnership that both sides are absolutely convinced of. In total, the long-term partnership will add up to 14 years until 2027. Coca-Cola is thus signalling full confidence in the path Hamburger SV is taking," says Dr Thomas Wüstefeld, CEO of HSV Fußball AG, and Jan Haugk, Head of Event Management & Hospitality at HSV adds: "HSV is always working on sustainable concepts, which has become clear, for example, in the area of Catering & Events through the introduction of returnable cups. The partnership with Coca-Cola is characterised by the fact that both partners see the topic of sustainability as central. Because of this, we are particularly looking forward to developing sustainable approaches for the future together with Coca-Cola."

In addition to exclusive bar and delivery rights for the public and VIP areas in the Volksparkstadion, the partnership also includes numerous logo appearances in the Hamburger SV environment. In addition, HSV fans can look forward to organised "Money-Can't-Buy" experiences such as extraordinary "Meet & Greet" events with players as part of the cooperation with Coca-Cola.

And Coca-Cola is also delighted about the long-term partnership: "The extension of the partnership with HSV is something very special for us. HSV and Coca-Cola have a long-standing and trusting relationship and we are looking forward to the joint projects over the next five years. We wish the team and the entire HSV every success for the recently started season," says Andreas Laub, Head of Partnerships & Asset Management at Coca-Cola European Partners Deutschland GmbH.

"The further development from HSV supplier to HSV partner is the result of the trusting discussions to always re-look at the partnership of Coca-Cola and HSV and to align it according to the needs," Tim Steinhaus, Vice President Regional & Team Sales at Sportfive, also praises the talks on the contract extension.

„Die Weiterentwicklung vom HSV-Supplier zum HSV-Partner ist das Ergebnis der vertrauensvollen Gespräche, die Partnerschaft von Coca-Cola und des HSV immer neu zu beleuchten und entsprechend den Bedürfnissen auszurichten“, lobt auch Tim Steinhaus, Vice President Regional & Team Sales bei Sportfive, die Gespräche zur Vertragsverlängerung.
About Coca-Cola

Coca-Cola Europacific Partners Deutschland GmbH (CCEP DE), headquartered in Berlin, is responsible for the bottling and distribution of Coca-Cola brand products throughout Germany and offers around 60 different non-alcoholic beverages. With an annual sales volume of more than 3.5 billion litres (2021), around 6,500 employees and 14 production sites, it is the largest German beverage company.

In the photo (from left): Dr Thomas Wüstefeld (Board of HSV Fußball AG,), Andreas Laub (Coca-Cola European Partners Deutschland GmbH, Head of Partnerships & Asset Management), Jan Haugk (HSV Fußball AG, Head of Event Management & Hospitality).