Tennessee Titans and Coca-Cola Extend Strategic Partnership Through 2036 Season
The Tennessee Titans and Coca-Cola Consolidated have announced a major renewal of their longstanding partnership, extending their official collaboration through the 2036 NFL season. The multi-year agreement cements Coca-Cola Consolidated as the exclusive non-alcoholic beverage partner for the team, enhancing brand visibility and customer engagement across the franchise’s operations and events.
As part of the extended deal, Coca-Cola products will continue to be the featured soft drink offerings at Nissan Stadium, the Titans’ home venue. The renewed agreement also secures exclusivity for Coca-Cola Consolidated’s portfolio, which includes core brands such as Coca-Cola, Coke Zero Sugar, Sprite, and Dasani, across the Titans’ hospitality spaces and future events at the stadium.
The announcement comes as the Titans prepare for the opening of a new, state-of-the-art stadium in 2027. Coca-Cola Consolidated will hold key brand activation rights within the new venue, creating more immersive and high-exposure experiences for consumers. This continued investment points to the beverage giant’s long-term commitment to sports marketing as a channel for engaging fans and driving consumption occasions.
“Our partnership with Coca-Cola has been a vital part of the fan experience for years,” said Gil Beverly, Titans Chief Marketing and Revenue Officer. “As we look to the future, this renewed agreement ensures ongoing collaboration that benefits our fans and enhances the impact of both brands in the region.”
For Coca-Cola Consolidated, the renewal signals a continued emphasis on sports-led marketing strategies that deliver high visibility and strong local connections. The Titans partnership aligns with broader industry trends where beverage brands are increasingly targeting immersive, event-driven brand engagement opportunities in the live sports space.
The Titans-Coca-Cola partnership also reflects a growing focus within FMCG on forging deep-rooted regional partnerships to build loyalty and drive volume in competitive beverage categories. With the agreement extending over a decade, the collaboration sets a benchmark for long-term brand alignment in professional sports sponsorships.