Science City Jena and the FC Carl Zeiss Jena have officially entered into a multi-year partnership with Coca-Cola Europacific Partners Deutschland GmbH, bringing together the region’s prominent basketball and football entities through 2029, according to the Ostthüringer Zeitung.
A Unified Commercial Future in Jena Sports
The long-term agreement brings together Science City Jena, the FC Carl Zeiss Jena, and elf5 Jena GmbH in collaboration with Germany’s largest beverage enterprise. Under the terms of the arrangement, Coca-Cola assumes the role of official beverage partner and supplier for both clubs. The partnership extends across the ad hoc arena located in the Ernst-Abbe-Sportfeld and the Sparkassen-Arena, establishing an operational framework for both athletic organizations.
Enhanced Fan Experience Across Both Venues
Visitors attending events at either venue will encounter a revamped beverage catalog drawn directly from the Coca-Cola portfolio. Beyond traditional soft drinks, the distribution scope includes the sports drink brand Powerade and Monster Energy products. To streamline service during high-capacity matchdays and events, elf5 Jena GmbH and its partners are implementing modern dispensing technology across all public concourses within both athletic facilities.
“With CCEP, we are gaining a nationwide leading partner that perfectly matches our ambition to continuously develop events in our arenas. Together, we are creating an even more attractive offer for fans, guests, and organizers,” stated Lars Eberlein, managing director of elf5 Jena GmbH, highlighting the strategic alignment behind the collaboration.
Perspectives from Basketball and Football Leadership
Dominik Hoffesommer, head of marketing, sponsorship, and football sales, noted the historical connection between the beverage brand and German athletics, stating that the organization looks forward to extending this successful association directly to the FC Carl Zeiss Jena. Meanwhile, Thomas Fledermann of the Science City Jena management team emphasized the emotional core of the partnership, explaining that basketball thrives on community and unforgettable experiences aimed at delivering an enhanced overall package for fans inside the Sparkassen-Arena.
Stefan Leser, area sales manager for Coca-Cola Europacific Partners, reinforced the corporate perspective on the alliance, observing that sports connect people and generate shared emotions. With the formalization of this agreement, all participating entities have established a unified operational foundation running through the end of the decade.
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