Coca-Cola has signed partnership deals with Men’s Rugby World Cup 2027 and Rugby Australia, extending its presence across Australian sport ahead of the tournament’s return in October 2027.
The agreements cover the 2027 tournament, national teams including the Wallabies and Wallaroos, and fan experiences across major rugby events in Australia.
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What the Rugby World Cup deal includes
Coca-Cola has become an Official Partner of Men’s Rugby World Cup 2027, which will be held in Australia in October 2027.
The tournament will be the eleventh edition of the men’s event and the first to feature an expanded 24-team format.
As the exclusive non-alcoholic ready-to-drink beverage partner, Coca-Cola will hold pouring rights across tournament food and beverage facilities. This includes official bars, VIP functions and fan festivals across seven host cities and eight venues.
The partnership will also include marketing activations, premium experiences, and customer and consumer engagement programs across the tournament.
Ahmed Rady, Vice President & General Manager, Coca-Cola Australia, said: “For generations, Coca-Cola has been part of the moments that bring people together, and few opportunities are more powerful than sport.
“These partnerships allow us to connect with fans at every level of the game, from supporting Australia’s national teams through to helping deliver one of the world’s biggest sporting events when Men’s Rugby World Cup 2027 comes to Australia.”
Rady added: “As Australia prepares to welcome the world, we’re proud to play a role in creating memorable experiences that unite communities and celebrate the passion of rugby fans both locally and abroad.”
Rugby Australia partnership
Coca-Cola has also entered a two-year partnership with Rugby Australia, becoming a Gold Sponsor of the national body and its teams.
The agreement will see the brand work with Rugby Australia across key international windows as the sport builds towards Men’s Rugby World Cup 2027 and Women’s Rugby World Cup 2029.
Phil Waugh, Chief Executive Officer, Rugby Australia, said Coca-Cola had a long history of supporting major sports events, leagues and teams.
“We are therefore thrilled to welcome Coca-Cola into the Rugby Australia family as a Gold Sponsor for at least the next two years as we build towards pinnacle events including the home Men’s and Women’s Rugby World Cups in 2027 and 2029,” Waugh said.
“The partnership between Coca-Cola and Rugby Australia is testament to our game’s ability to excite and inspire fans around Australia and across the globe – millions of whom will come together in a spirit of friendship and unity next year to celebrate the Men’s Rugby World Cup in Australia.”
Tickets on sale in October 2026
Chris Stanley, Managing Director, Men’s Rugby World Cup 2027, said Coca-Cola’s appointment was a “significant milestone” for the tournament.
“Coca-Cola shares our commitment to creating memorable experiences for fans and bringing people together through sport, making them an ideal partner for this event,” Stanley said.
The announcement follows the tournament’s ticket application phase, with general ticket sales to begin on 1 October 2026. That date marks one year before the opening match.
Fans can register their interest now at tickets.rugbyworldcup.com.