Coca-Cola's New ‘Superfan’ Can Could Put You on the Premier League Pitch

A can of Coke for a shot at Premier League glory? Coca-Cola is making it possible for all the diehard fans. 

The beverage giant has introduced a new limited-edition 500ml “Superfan” can tied to its partnership with the Premier League.

Here, the soda giant is offering supporters access to exclusive prizes and experiences during the final stretch of the football season.

The campaign centers on a scannable QR code printed directly on the packaging, sending fans to an online hub where weekly challenges unlock potential rewards.

Available in Coca-Cola Original Taste, Coca-Cola Zero Sugar, and Diet Coke, the larger can is designed to connect with matchday viewing excitement.

Elodie Peribere, senior marketing director at Coca-Cola GB, framed the initiative as a way to deepen the brand’s connection with football fans during the season’s decisive moments.

"Football brings fans together like nothing else, especially at the end of the season when every goal, every save, and every point matters," Peribere said.

"With the new 500ml Superfan Can, we’re giving supporters a bigger way to feel those moments and the chance to unlock truly unforgettable Premier League experiences."

The nine-week campaign forms part of Coca-Cola’s promotional strategy, supported by content across the brand’s social media platforms.

Throughout this rollout, the company plans to highlight weekly prizes and creator-led matchday content.

Matchday Moments in a Can

Fans who scan the code are invited to answer a weekly skills-based question and choose their favorite team.

From there, they are entered into prize draws that include:

• Tickets to the final two weekends of the Premier League season
• £1,000 in spending money
• Signed club shirts

Two participants could receive an even bigger reward.

If their chosen team produces the season’s top scorer or the goalkeeper with the most clean sheets, they'll step onto the pitch on the final matchday to present either the Golden Boot or the Golden Glove trophy.

Coca-Cola is also backing the launch with an in-store and retail rollout designed to put the larger can format front and center.

The 500ml Superfan can made its debut at Sainsbury’s before expanding nationwide.

Distribution includes Tesco, Asda, Morrisons, and Co-op locations, as well as convenience stores across the U.K.

Retail brand activations include stackable display boxes, digital in-store screens, and quarter-pallet shippers built to catch attention in busy grocery aisles.

Overall, the strategy widens Coca-Cola’s portfolio of live sporting events, where it makes use of limited-edition designs and prizes to drive retail visibility and fan participation.

Packaging Promotions in Sports Marketing

The Superfan can shows how packaging, digital interaction, and live sports timing can sustain fan engagement throughout a season:

• 79% of consumers are more likely to buy products with scannable QR codes, making on-pack QR mechanics a simple way to drive repeat digital engagement.
• Limited-edition packaging tied to live sports calendars, which helps brands capture attention during high-interest periods.
• Experiential prizes linked to real match outcomes, which can keep audiences returning each week as league results determine potential rewards.

Now, it's up to Coca-Cola if it can sustain interest in its brand just as it can sustain matchday excitement throughout the Premier League season.

Our Take: Can a Soda Can Make You Feel Like Part of the Game?

This campaign understands something simple about football fans, and that's how they yearn to feel closer to the action.

Not just watching from the couch, but somehow being inside the competition itself.

The idea that a fan could walk onto the pitch and hand the Golden Boot to their team’s striker?

This is enough bragging rights for a football fan for the rest of their life. 

In other sports news, Ford recently tied its F1 comeback to extreme testing in a new campaign from Wieden+Kennedy. 

Strong brands announce their evolution with confidence. These branding partners design identity strategies that build anticipation before the market reacts.