UK-based Costa Coffee has announced plans to open branded pop-up sites across France as the Official Worldwide Coffee Partner for the Paris 2024 Olympic and Paralympic Games, World Coffee Portal has reported.

The coffeehouse chain, owned by Coca-Cola, will establish temporary pods at key event venues such as the Athletes’ Village, Place de la Concorde, the Eiffel Tower, the Roland-Garros stadium and Le Golf National.  

Costa Coffee Europe, Middle East and North Africa (EMENA) managing director Sam O’Brien said: “We are extremely proud to be the Official Worldwide Coffee Partner for the Paris Olympic and Paralympic Games this summer, bringing the Costa Coffee experience to the Games for athletes and fans gathering from all over the world.

“The Olympics and Paralympics represent great opportunities for our brand to connect with spectators, and we look forward to showcasing our beloved range of beverages at such a high-profile event.”

The deployment of Costa Coffee’s presence in Paris is in collaboration with Freemans Event Partners. Freemans will construct the pods off-site and then install them.

This partnership with Freemans first emerged in May 2022, when the coffeehouse chain launched kiosks and mobile coffee carts at major UK sporting events including the Formula One British Grand Prix at Silverstone and the BMW PGA Championship.

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Following the games, which take place from 26 July to 11 August 2024, Costa Coffee intends to re-utilise the temporary pods at events and venues throughout the UK and Europe.

This is the second time Costa Coffee has sponsored the Olympics. It was the Official Worldwide Coffee Partner for the 2020 Tokyo Games.

Despite operating 3,100 stores across Europe, Costa Coffee does not have a presence in France, having moved out of the market in early 2023.

In May 2024 the coffee chain bolstered its partnership with plant-based food options provider BOSH!

It has agreed to offer new vegan products at its stores in the UK. Offerings such as Fab Falafel, Houmous Wrap and Gingernut Loaf Cake meet increasing consumer demand for plant-based options.