Coca-Cola has taken its Premier League partnership into fresh territory with the launch of ‘Beat The Icon’, a nationwide Fantasy Premier League (FPL) challenge giving supporters the chance to measure their knowledge against footballing greats.
Running from 2 September to 4 November 2025, the competition allows UK fans to pit their line-ups against the likes of Rio Ferdinand, Alex Scott MBE and England goalkeeper Mary Earps, alongside popular creators from the online football community. Each week, one “icon” sets a bespoke challenge — outside the rules of conventional FPL budgets — where six Premier League players are chosen and bonus points are awarded around a weekly theme.
The activation, which Coca-Cola calls a way to let fans “create their own moments”, comes with a heavy prize offering: more than 20,000 rewards, ranging from Premier League tickets to vintage Coca-Cola football shirts. Entry is tied to promotional cans via QR code, a nod to the brand’s strategy of merging physical products with digital fan culture.
For former England defender Rio Ferdinand and broadcaster Alex Scott, the campaign taps into football’s endless debates. “Fans are always arguing about who knows the game best,” Scott noted. “Now they’ll get to prove it.”
Coca-Cola, which has been a Premier League partner since 2018, is increasingly leaning on activations that straddle sport and entertainment. Javier Meza, Coca-Cola Europe’s marketing president, described the move as a natural extension of the league’s appeal: “The Premier League is about moments supporters drink in. This campaign gives them a chance to be part of that.”
The contest arrives as fantasy football continues to grow in cultural influence, with millions of UK players treating FPL as a weekly ritual. By enlisting both established icons and new digital voices, Coca-Cola is betting that ‘Beat The Icon’ will capture the same competitive spirit that drives pub debates, WhatsApp groups and office leagues across the country.
