Central Cee, Cole Palmer and More Take Coca-Cola’s London Football Event

For its second season as the official soft drink partner of the Premier League, Coca-Cola Zero Sugar has been shining the spotlight on football culture through its “Taste Every Second” campaign. With the visuals soundtracked by Central Cee, the brand went on to host a music-meets-football celebration, harnessing the energy and passion of the sport’s diehard fans.

The event took place earlier this week in central London, where a specially built cage-style pitch came together with spectator zones to replicate the feel of community football. On the pitch, Coca-Cola invited Football Beyond Borders, This Fan Girl, Bloomsbury Football, and several other grassroots and fan teams for a 3v3 tournament where they would go head-to-head in fast-paced knock-out rounds.

Before the games began, though, guests explored the Kit Lab with customizable Coke Zero jerseys and showcased their skills in a penalty shoot challenge. Central Cee also made a guest appearance, sharing an exclusive first play of his track, The Team, produced by P-rallel. The listening party-style moment set the tone for the evening, with the single’s electronic beats and football-inspired lyrics underscoring the tension and euphoria of the Premier League.

As the knock-out rounds kicked off, Cole Palmer stopped off to soak up the action on the pitch. Bringing together some of football’s biggest names, who live and breathe the sport every week, the Chelsea midfielder was joined by former athletes David James and Ledley King, who were enlisted to pundit the matches.

After the final match against Spurs’ Community Team, Central Cee’s handpicked group Live Yours FC were crowned the winners. They headed up the stage with the rapper and Cole Palmer to lift the bespoke trophy, ending the evening on a high.

Take a look back at the CC Cup via the images in the gallery above.

You can discover the latest from Coca-Cola’s Premier League partnership by visiting its website now.