Coke inks deal with Spotify to boost music

Coca-Cola has signed a deal with Spotify that will see the music streaming service develop a range of apps for the soft drink maker as it looks to become “an established music brand”.

Coke Spotify

Spotify will help Coca-Cola build music-based apps, the first of which will launch in time for this summer’s London 2012 Olympic Games. Spotify will also be integrated into Coke’s Facebook timeline, which has more than 40 million followers.

It is hoped the deal will bolster Coke’s music marketing platform, Coca-Cola Music, which it is developing to boost its reach with teens. Last year, the soft drinks giant told Marketing Week that it aims to become an “established music brand”.

Coke has just announced it is to host a range of music events in the run up to the London Games as part of its sponsorship activation.

Joe Belliotti, director of global entertainment marketing at Coca-Cola, says: “As we step up our activation through Coca-Cola Music, we are excited by the innovative music technology platform created by Spotify and the opportunity to create a truly global music network.”

For Spotify, the deal will see Coke promote its music-themed marketing activity when the music streaming service launches in new countries. Spotify will also become the centrepiece of Coca-Cola’s ‘Year of Music’ campaign next year, which will include TV, digital and outdoor activity.

The in-kind marketing support provided by Coke means no payment was made to Spotify for use of its services.

Spotify has been looking to expand its reach through partnerships with the likes of AT&T, McDonalds, Intel, and Reebok to develop branded apps on its platform.

It also recently agreed a deal with sites including Tumblr, The Guardian and Vogue that will see them include a “Play” button that allows the streaming of music instantly from their websites.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here