Observed Signal · Aug 18, 2026 · Partnership · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Sponsorship & Brand Integration Market: Coca‑Cola names Central Cee for Premier League campaign
Coca‑Cola has launched a new Premier League advertising campaign starring rapper Central Cee. The two‑minute hero film, directed by Keane Pearce‑Shaw and produced by Riff Raff, centers on the strapline “Taste Every Second” and features an original Central Cee track, “The Team,” produced by P‑rallel and released via Live Yours (Columbia Records) and Coca‑Cola’s Real Thing Records. Creative agency work was led by WPP Open X (VML) with supporting agencies including Ogilvy and M&C Saatchi Sport & Entertainment. The campaign will run across TikTok, Instagram, YouTube and Facebook, plus OOH/DOOH, creator partnerships, retail activations and limited‑edition packs tied to the Coca‑Cola app.
Brand campaign launch showing multi‑channel activation (social, video, OOH/DOOH, creator partnerships) and creative-agency activity; notable for marketing/creative teams but not an industry‑shifting technology or policy change.
Key Takeaways & Evidence Grounding
- Coca‑Cola launched a Premier League campaign featuring rapper Central Cee as the face of the work.
- The two‑minute hero film was directed by Keane Pearce‑Shaw and produced through production company Riff Raff.
- Creative agency: WPP Open X, led by VML; supporting agencies include Ogilvy, WPP Production, WPP Media and M&C Saatchi Sport & Entertainment.
- Original track ‘The Team’ by Central Cee was produced by P‑rallel and released under Live Yours (Columbia Records) and Coca‑Cola’s Real Thing Records.
- Campaign channels include TikTok, Instagram, YouTube, Facebook, creator partnerships, OOH/DOOH, sampling, watch parties and limited‑edition packs from August linking to the Coca‑Cola app.
Connected Companies & Entities
6 Entities mappedVML
WPP-owned enterprise marketing, media and transformation consultancy.
“Creative agency: WPP Open X, led by VML...”
WPP Media
Global media agency network with integrated AI marketing operations.
“Supporting agencies: Ogilvy, WPP Production, WPP Media and M&C Saatchi Sport & Entertainment...”
Ogilvy
Global agency network for advertising, PR, consulting and customer experience.
“Supporting agencies: Ogilvy, WPP Production, WPP Media and M&C Saatchi Sport & Entertainment...”
Coca‑Cola
Global beverage brand owner selling soft drinks and related beverages.
“Coca‑Cola has built its new Premier League campaign around that emotional whiplash, with a commercial that brings together football, music a...”
WPP
Global marketing services group with agencies, media operations and AI software.
“Creative agency: WPP Open X, led by VML...”
Premier League
Official commercial and digital platform for England’s top football league.
“Coca‑Cola has built its new Premier League campaign around that emotional whiplash, with a commercial that brings together football, music a...”
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