Coca-Cola Australia Returns as Official NRL and NRLW Beverage Partner

Coca-Cola Australia has announced a landmark three-year partnership with the National Rugby League (NRL), reclaiming its position as the official non-alcoholic ready-to-drink beverage partner for both the men’s and women’s competitions through 2028.

The deal marks a brand reinvestment in Australian sport, embedding the global icon across the NRL’s most high-profile assets, including the State of Origin series and the Finals Series.

Executive Commentary

NRL CEO, Andrew Abdo, described the partnership as a reflection of the code’s current cultural power. “Rugby League continues to grow right across Australia and the Pacific, and this partnership allows us to build on that momentum in new and creative ways.”

“It’s great to welcome one of the most recognisable brands in the world back to the NRL,” Abdo said. 

Marketing director for Coca-Cola Australia, Martyn Ferguson,noted that the association with “footy culture” is a natural fit for the brand’s core demographic.

“Whether it’s at the game, at the pub, or on the couch at home, watching the footy is simply better with an icy cold Coke,” Ferguson stated.

Fan Engagement and “Superfan” Activations

To launch the partnership, Coca-Cola has introduced the 500ml NRL Superfan Edition can as a permanent addition to its Australian product range.

The rollout includes a high-value consumer promotion designed to drive retail traffic through participating convenience and service station partners:

• Major Prize: One winner and seven friends will receive an “unforgettable” experience at State of Origin 2026 Game 3 at Suncorp Stadium on 8 July 2026. The prize includes premium Open Air Box seating and $1,500 Visa travel cards for each guest.
• Instant Rewards: Specially marked cans feature codes unlocking thousands of instant prizes throughout the season.
• Grand Final Access: Later in the year, the promotion will pivot to offer tickets and exclusive access to the NRL Telstra Premiership Grand Final.

The limited-edition “Superfan” cans are currently available nationwide through major convenience retailers, including Ampol, Euro Garages, and United Petroleum, ensuring maximum visibility during the peak winter sporting season.

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