Coca-Cola Extends Multi-Year Partnership with Tennessee Titans
Coca-Cola has renewed its multi-year partnership with the Tennessee Titans, solidifying its position as the exclusive non-alcoholic beverage partner of the NFL franchise. The deal, managed through Coca-Cola Consolidated—the largest Coca-Cola bottler in the United States—continues a relationship that has spanned over two decades.
Under the extended agreement, Coca-Cola maintains rights to sell its full beverage portfolio, including flagship products like Coca-Cola, Sprite, and Dasani, throughout Nissan Stadium and across other Titans-controlled events and properties. The agreement reaffirms Coca-Cola Consolidated’s role in enhancing fan experiences during Titans games with high-visibility branding and in-stadium activations.
“We’ve proudly served Titans fans for more than 20 years and are excited to continue delivering the beverages they love,” said Heather Hucks, Vice President of Consumer Connections at Coca-Cola Consolidated. “We look forward to fueling another generation of fans with memorable game day experiences.”
The partnership also includes exclusive marketing collaborations such as retail promotions, community engagement efforts, and digital campaigns tailored to the Titans’ fanbase across Tennessee. This strategic alignment underscores the importance of regional loyalty and brand presence in the Southeast U.S.—a key market for Coca-Cola.
“Coca-Cola is synonymous with the fan experience in Nashville and beyond,” noted Adam Nuse, Titans Chief Revenue Officer. “This renewed partnership is about celebrating that legacy while enhancing how fans enjoy Titans football—from stadium refreshments to off-field engagements.”
Nissan Stadium, currently undergoing a major transformation with a new $2.1 billion facility slated to open in 2027, presents additional opportunities for experiential branding. As the beverage giant aligns with the Titans’ future vision, this deal signals a proactive move to secure long-term visibility in premium venues tied to NFL audiences.
For FMCG stakeholders, this extension reflects Coca-Cola’s ongoing emphasis on local partnerships to foster consumer loyalty, deepen regional market penetration, and integrate seamlessly into live entertainment ecosystems. It also underscores the enduring value of sports marketing as a lever for sustained brand engagement in key territories.