From the pre-season belief that anything is possible this year to the final minutes when a single goal changes the mood of an entire city, supporting the same club rarely follows a steady rhythm. Those shifts in emotion became the material for The Team, a song released by Coca-Cola Zero Sugar and British rapper Central Cee as the musical foundation of the new Taste Every Second campaign.
The song was created specifically for the start of the 2026/2027 Premier League season and follows devotion to a club through nerves, disappointment, anticipation and euphoria. It was produced by P-rallel and has been available on streaming platforms since 18 August, released through Live Yours, Columbia Records and real thing records, the record label founded by Coca-Cola last year.
Central Cee combined football-related references with a sound different from the one for which he is known. He found the connection between stadiums and his own performances in the energy of the crowd, which he considers the closest experience to a player walking out onto the pitch. “Football’s a religion for some people and this song captures that – the sample says ‘ride or die’, the lyrics say unconditional love,” explained Central Cee, adding that his own football skills would probably still not earn him a place in the starting eleven.
The Team is both a song intended for standalone listening and the narrative foundation of the two-minute Taste Every Second film. Central Cee appears in it among scenes that condense an entire season: gathering before the match, fans at the stadium and at home, the tension of a penalty, added time and a last-minute goal. The film was directed by Keane Pearce-Shaw and produced by Riff Raff Films.
The campaign was created by WPP Open X, led by VML, with support from Ogilvy, WPP Production, WPP Media and M+C Saatchi Sport & Entertainment. The activities launched on 18 August and will continue throughout the season across social media, OOH and DOOH formats, through influencers and local watch parties, sampling, trophy moments and retail activations. The ads are appearing around stadiums and on busy streets.
A limited-edition packaging range arriving from August features QR codes linked to the Coca-Cola app. By scanning them, users can access match-related content, collectibles and prizes. This means Taste Every Second will not remain tied solely to the beginning of the competition: the campaign is designed to accompany fans until the end of the season, when the same refrain about unconditional love for one’s team becomes a celebration for some and a source of comfort for others.
