Coca-Cola Kicks Off The Premier League With Central Cee

Coca-Cola today announced West London-hailing global superstar Central Cee as the face of its new campaign 'Taste Every Second', launching ahead of the 2026/27 Premier League season.

Connecting music, football, and youth culture, the campaign is anchored by hero film ‘Taste Every Second’ – a 2 minute cinematic film featuring Central Cee, created by VML in partnership with Riff Raff and directed by Keane Pearce-Shaw, that tracks the emotional arc of a Premier League season, from the anticipation of the pre-match build-up to the nail-biting tension of added time and the euphoria of a last-minute winner.

At the heart of the film is an original track The Team, co-created with Central Cee to soundtrack the emotional highs, lows, and unpredictable moments of the Premier League season.

Timed to build anticipation ahead of kick-off, the original track will debut across major streaming platforms, giving fans a distinctive, culture-led soundtrack for the new season.

By blending the inimitable energy of Central Cee's music with the passion of matchday, Coca-Cola aims to celebrate the collective fan rituals that define the season, positioning the brand at the centre of football culture.

Central Cee has redefined the global perception of UK rap, breaking barriers and setting unprecedented milestones. Recently becoming the first UK rapper to surpass 10 billion Spotify streams, and recognised as the most decorated MOBO Awards winner in history, he continues to set new benchmarks for British hip-hop and cement his position as one of the UK's most successful musical exports. Known for his love of football and his influential role within global youth culture, Central Cee brings unrivalled cultural relevance to the campaign, designed to ignite global conversation with Gen Z and millennial audiences worldwide.

'Taste Every Second' celebrates the glorious unpredictability of the Premier League and the emotional rollercoaster experienced by fans globally. The campaign positions Coca-Cola as the ultimate companion for every emotional beat. It invites fans to intensely feel every second of the game, with Coca-Cola there to refresh and uplift them through every turn.

The fully integrated campaign will run across social, OOH, DOOH, influencer and PR. With a robust digital-first approach, the campaign will leverage social assets across platforms popular with Gen Z, including TikTok and Instagram. OOH and DOOH spots are strategically placed near stadiums, transport hubs, and high-traffic retail areas to reach fans at moments of peak anticipation.

Key Campaign Elements Include:

‘Taste Every Second’ Hero AV: A 120-second cinematic campaign film featuring Central Cee. The film tracks the emotional arc of a Premier League season, using the original track as its backbone.

Original Music: An exclusive campaign track The Team, co-created with Central Cee, produced by P-rallel and released under Live Yours (Columbia Records) and Coca-Cola’s own real thing records, available across major streaming platforms. The release adds to an acclaimed catalogue featuring global hits including Sprinter, Doja, BAND4BAND, LET GO and Loading, alongside standout collaborations with artists including Dave, Lil Baby and 21 Savage.

Social & Influencer: Disruptive placements across TikTok, Instagram, YouTube and Facebook, complemented by a creator programme activating football and culture influencers to integrate the campaign track into matchday content.

OOH & DOOH: High-impact placements can be found at key transport hubs, high streets and stadium perimeters.

Coca-Cola will also bring the campaign to life throughout the 2026/2027 season through local fan experiences, including sampling, watch parties, trophy moments and retail activations

Cloé Von Krause, Vice President, Coca-Cola TM, Europe said: "The Premier League is full of moments that can change in a second and Coca-Cola continues to be part of how fans enjoy the game. Bringing Central Cee's distinct voice and style together with Coca-Cola's Premier League legacy allows us to move beyond traditional advertising and deliver a genuine, culture-shaping movement. 'Taste Every Second' is about helping fans feel every high and low of the season, with Coca-Cola there to refresh and uplift them along the way.”

Central Cee added: “I got love for football but slyly, it don't love me back. You've seen me kick a ball, I ain't making the starting 11. Regardless, it’s an honour doing this tune for Coca-Cola.

The crowd energy when I perform live, I feel like that's the closest feeling to what it must be like walking out on the pitch. That energy is what 'The Team' is about. Football’s a religion for some people and this song captures that – the sample says 'ride or die', the lyrics say unconditional love.

I blended football-related bars with my usual & switched up the beat. You ain't heard me on something like this before, but it's the right energy for the record. Hope it connects.”

The campaign will be supported by limited-edition packs, rolling out across markets from August at select retailers. Cans will feature interactive QR codes connecting consumers to the Coca-Cola App, unlocking exclusive in-game content, custom collectibles, and instant-win football prizes allowing fans to dive deeper into the Premier League action.

‘The Team’ is co-released with real thing records., Coca-Cola’s record label founded last year, 2025.

Created by WPP Open X, led by VML, supported by Ogilvy, WPP Production, WPP Media in collaboration with M+C Saatchi Sport & Entertainment, the creative executions will debut on 18th August across all platforms.