Coca-Cola has brought a new voice to the Premier League, teaming up with Central Cee for a campaign that turns the general chaos of football into a two-minute film and an original track.
‘Taste Every Second’ was created by VML in partnership with production company Riff Raff and stars the West London rapper alongside a cast of football fans and players as it runs through the emotional journey of a Premier League season.
Directed by Keane Pearce-Shaw, the spot moves between Central Cee performing and scenes of supporters experiencing the familiar rituals of matchday.
At the centre of the campaign is ‘The Team’, a new rap track made by Central Cee specifically for the campaign and was produced by P-rallel. The song was released on 18 August through Live Yours, Columbia Records and Coca-Cola’s own real thing records label which the company launched in 2025.
The rapper has spoken publicly about his love of the sport, while joking that his own football career is unlikely to take him as far as the Premier League.
“I got love for football but slyly, it don’t love me back. You’ve seen me kick a ball, I ain’t making the starting 11. Regardless, it’s an honour doing this tune for Coca‑Cola. The crowd energy when I perform live, I feel like that’s the closest feeling to what it must be like walking out on the pitch,” said Central Cee
That energy is what ‘The Team’ is about. Football’s a religion for some people and this song captures that – the sample says ‘ride or die’, the lyrics say unconditional love. I blended football-related bars with my usual & switched up the beat. You ain’t heard me on something like this before, but it’s the right energy for the record. Hope it connects”.
That idea is central to the campaign, with his performance woven into footage of fans living through the highs and lows of the season.
It captures the build-up around a game, the nerves and the reactions that depend on a single kick of the ball.
That is also where the campaign gets its name. ‘Taste Every Second’ is built around the idea that a football match can change in an instant.
Coca-Cola Zero Sugar is the official soft drink of the Premier League and the campaign will run throughout the 2026/27 season. Alongside the hero film, the wider rollout includes social and influencer activity, OOH, fan events, watch parties and retail activations.
There will also be limited-edition packs featuring QR codes that connect consumers with the Coca-Cola app, where fans can access football content, collectibles and prizes.
The campaign is part of Coca-Cola’s broader push to connect its Premier League sponsorship with music and fan culture.
Created by WPP Open X, led by VML, the work also involved Ogilvy, WPP Production, WPP Media and M+C Saatchi Sport & Entertainment.
With the Premier League season now underway, Coca-Cola has found a bold way to kick things off: give Central Cee the mic, give football fans something to shout about and let the goals do the rest.
