Coca-Cola Becomes a Gold Partner of Belgrade Arena

Our company has signed a partnership agreement with Belgrade Arena, becoming its Gold Partner and the official supplier of non alcoholic beverages for the next four years.

The partnership agreement includes Coca-Cola HBC Serbia’s participation in activities organized by Belgrade Arena, as well as branding rights within the venue. Iconic beverage brands such as Coca-Cola, Coca-Cola Zero, Sprite, Fanta, Schweppes, Powerade, Rosa, and other non-alcoholic drinks from the Coca-Cola system’s 24/7 portfolio will be available at multiple locations throughout the Arena.

Under this agreement, which is valid until the end of 2029, the Coca-Cola system will connect its portfolio of non-alcoholic beverages and legendary brands with one of Belgrade’s most recognizable landmarks, a venue that is home to the highest quality indoor sporting events and at the same time the main stage for the largest regional and international music events in the Balkans.

Belgrade Arena is, among other things, the host venue for games of the regional ABA League as well as the EuroLeague, Europe’s elite basketball competition. Derbies and the most important matches of these competitions regularly draw near full capacity crowds at the Arena, confirming its status as one of the most important sports destinations in Europe.

The General Manager of Belgrade Arena, Stefan Babić, emphasized that the Arena, 

as the largest indoor venue in the Balkans, welcoming more than two million visitors annually through its various events, deserves to have a premium partner such as the Coca-Cola system.

“Together, we will ensure that everyone who chooses to visit Belgrade Arena enjoys a truly immersive experience. Until now, our venue has primarily hosted sporting events, and we will continue with that practice, while also introducing new formats such as many exhibitions and concerts featuring international and domestic music stars. Our goal is for Belgrade Arena to offer year-round content, and the introduction to this new chapter is the New Year market ‘Magical Winter’ on the plateau on the northern side of the Arena. With Coca-Cola, we will completely transform the visual identity of Belgrade Arena and elevate the hospitality sector to a much higher level, because our visitors deserve it. We will have much to offer both domestic and international guests who come to the Arena intentionally or include it on their list of must visit locations during their stay in Belgrade,” said Babić.

The General Manager of Coca-Cola HBC Serbia, Saša Marković, stated that this partnership builds on the long-standing tradition of supporting sport and actively contributing to the development of the local community, a commitment shared by the Coca-Cola system and Belgrade Arena.