Prepared for The Coca-Cola Company · September 2026

A tapestry of emotions, on a clock.

You wrote that about football in January. We built a sport that does it in an hour and forty minutes — forty-three times in 2026, sixty-five in 2027 — with three women and three men on one shared score. This is not a hometown pitch. It is a format pitch.

A partnership proposal · about five minutes

“This one you can have fun.” — in the stands, Atlanta

A gender-balanced Professional Team Tennis League

■ Your words, our product

“Football is more than a game; it’s a shared passion with a tapestry of emotions that unites billions.”

Arnab Roy, President, Coca-Cola Global Category · January 2026

The same release describes a rollercoaster of emotions turning mundane moments into shared experiences, with Coca-Cola as the companion through the drama and the delight. That is a description of a product, and the product is not football. It is any sport compressed enough that the emotions arrive faster than the boredom.

Tennis is not that. A five-set match is four hours long and one person wins it alone. We rebuilt it: three women and three men on each team, one shared cumulative score, about an hour and forty minutes. Every point counts the same whoever wins it, so the scoreboard never stops moving and the finish is almost never settled early. Two Arcs last season were decided by a single point.

■ The clip

We did not write this. A child in the stands did.

The film at the top of this page is a boy in a cowboy hat, at an INTENNSE match in Atlanta, being asked what he makes of it. He came to watch his sister play. What he says is: “this one you can have fun.”

It is the most Coca-Cola thing anyone has ever said about tennis, and it was said by accident, by someone who had never seen the sport played this way. We have spent a year trying to write a better line and have not managed it.

A full house at an INTENNSE Arc
Atlanta, Season 2

■ You have done this before

In 2014 you put your name in front of a co-ed team tennis league that did not exist yet.

The Coca-Cola International Premier Tennis League

Five sets a tie — men’s singles, women’s singles, men’s doubles, mixed doubles, and a champions’ set. No-ad scoring. City franchises. Standings by games won. Federer, Djokovic, Murray, Nadal, Sharapova and Serena all played it, and Coca-Cola was in the title from the first season.

It was signed by an operating unit, not by a global platform committee. That is the only precedent we need, and it is yours.

It did not last, and the reason is the reason we exist. The IPTL was an exhibition: five city legs across a fortnight, players on appearance fees, no home market, no salaried roster, no season and no table. When the appearance fees stopped, so did the league.

We are the inverse on every one of those four. Players are salaried employees, not entrants. There is a home city. There is a season — forty-three Pro Arcs this year, sixty-five next. And there is a table, which means results in June still matter in August.

■ How you bought the last one

You did not buy perimeter. You bought moments.

In July you joined the Kings World Cup Clubs — a format invented four years ago — and the structure of what you took is the interesting part: Coca-Cola on the goal-scoring moments, Powerade on the hydration breaks. Not boards. Beats.

Our format is built out of beats, because it runs on a clock and the score never resets. Here is what is available in the same shape:

The final sixty secondsWhere the score is most often decided, and the only minute of the night nobody looks away from.
The two-point BoltThe shot that can swing a tie in one point. Two Arcs last season finished on one.
Sudden deathLevel on the clock, next point wins. It happened twice in 2026.
The ball keepersThey wear the jersey and are part of the team, not staff — which makes a first afternoon on a professional court a whole family’s way into the sport.

■ Why here, and why it travels

Brazil, then Pakistan, then everywhere.

Coke Studio began as a regional concept in Brazil and a single-market television show in Pakistan before it became a global music franchise. It travelled because the format was the asset — not the country it was proved in.

We are asking you to read Atlanta the same way. Not as a hometown, but as the place with the highest density of tennis players in America, and therefore the right place to prove something built to export.

ALTA, founded in Atlanta in 1934, calls itself the largest tennis-based community organisation in the world and reports more than 60,000 members. Tennis is played in every country you sell in. A team format that fits a broadcast window and puts men and women on the same scoreboard is the version of it that could travel.

Players on court at INTENNSE
Season 2, Atlanta

■ Where you already are, and are not

Thirty-two positions in this city. None of them in the sport it plays most.

32Coca-Cola sponsorships in Atlanta — the most of any brand
0Tennis properties in the portfolio, anywhere
43→65Pro Arcs, 2026 to 2027
478,483Unique viewers, Season 2

You already back a women’s team here — you are an Atlanta Dream partner. This is the co-ed version, in summer, in a window where the NBA and NHL have finished and the NFL has not started. And there is no tennis anywhere in the portfolio to conflict with it.

■ The ask

An hour, and the moments list.

Not a stadium board and not a pouring deal. A format partnership structured the way you structured the last one: named moments, on the clock, in a product that manufactures the thing you have sold for a century.

We will bring the full inventory, what each piece delivered in 2026 where we can prove it, and the three-year shape as teams move into their own markets in 2028.