AFL advises that Coca-Cola’s 30-year game partnership is set to end

The AFL has advised that its 30-year partnership with the Coca-Cola and Coca-Cola Europacific Partners is to end.

The AFL confirmed the drinks giant’s departure and thanked the company for its “incredible support” and commitment to Australian rules football.

However, rather than the League moving away from its association with carbonated drinks, links that have been widely criticised by public health experts, the AFL advised that said a new holder of its non-alcoholic beverage category would be anointed in due course.

Sponsorship News has suggested that rival brand Pepsi, distributed here by Schweppes Australia, is thought to be the most likely replacement.

However, negotiations will be complicated due to venue pourage arrangements that sit outside of the category’s scope. Schweppes is owned by Asahi Breweries.

Each AFL venue negotiates its own pourage arrangements. Coke will retain this at all key AFL stadiums, including the MCG and Marvel Stadium through independent bottler Coca-Cola Europacific Partners.

It is understood Coca-Cola has changed its sponsorship strategy to focus on global events like the upcoming FIFA Women’s World Cup and that this was a consideration in opting out of the AFL deal.