Coca-Cola has launched a new marketing campaign which allows fans to predict how many goals will be scored across the Premier League game week and get a chance to win an official football.

This builds on Coca-Cola becoming the Premier League’s official soft drink partner earlier this year, with 1,000 Puma footballs available in the weekly prize draw.

The campaign will run from 12 January to 10 March, and shoppers can join by scanning the QR code found on the pack across its Coca-Cola Original Taste and Coca-Cola Zero Sugar single and multipacks.

Rob Yeomans, vice-president, commercial development at Coca-Cola Europacific Partners GB, said: “For Gen Z and Millennial football fans, the build-up to kick-off is almost as exciting as the match itself. They live and breathe the game, and they love proving they know their stuff.

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“’Guess the Goals’ taps into that passion and gives fans a brilliant reason to reach for a Coca-Cola before the whistle blows. We’re bringing an extra dimension to matchday that rewards their football knowledge and keeps them engaged week after week.”

This promotion will be supported by an integrated marketing campaign which includes experiential activity, a Sky Sports partnership with short-form video clips, out-of-house advertising and a multi-platform social media push.

The move aims to help retailers drive visibility and engage football fans during the season’s top trading period, according to the business.