As football season kicks back into gear with all its familiar highs, lows, and frantic group-chat debates, Coca-Cola Zero Sugar has turned to one of Britain’s biggest rap exports to put that chaos to music. The brand has partnered with Central Cee on “The Team,” an original track built for its new Premier League campaign, Taste Every Second.
The song taps into what football loyalty actually feels like – not a casual pastime, but something closer to a lifelong bond. “The Team” traces that emotional arc across a full season, from early optimism to the gut-punch tension of a final whistle.
It also soundtracks a two-minute campaign film starring Central Cee, following fans through anticipation, nerves, and celebration in a way that mirrors the highs and lows of top-flight football.
Released via Columbia Records imprint Live Yours and Coca-Cola’s own real thing records, the track puts Central Cee front and centre of the brand’s football push. The West London artist, recently the first UK rapper to cross 10 billion Spotify streams, brings serious football-culture credibility and youth appeal to the campaign. He described the track as rooted in themes of unconditional loyalty — the kind fans hold onto even through a brutal relegation scrap.
The release lands as Coca-Cola strengthens its Premier League tie-up under a three-year deal running through May 2028, part of a wider push to embed itself in football culture rather than just advertise around it. Backing that up, limited-edition packs with QR-coded prizes and experiences roll out at retailers from August.
