To mark the first anniversary of the Grand Egyptian Museum (GEM), the Coca-Cola organisation and the GEM announced a landmark sponsorship naming the Schweppes brand as the museum’s Official Beverage Partner. The partnership brings together Schweppes, the GEM and Legacy for Development and Management (Legacy), a subsidiary of Hassan Allam Holding and the operator of the GEM. It marks a new chapter in the Coca-Cola organisation’s longstanding support for Egypt’s economic growth, cultural heritage and local communities.
As part of the sponsorship, the Coca-Cola system in Egypt will deliver brand experiences designed to enrich every stage of the visitor journey, offering moments of refreshment and connection within Egypt’s most iconic cultural landmark.
To celebrate the collaboration, an exclusive special-edition can was unveiled, combining the Schweppes brand’s iconic identity with Egypt’s rich cultural heritage. The occasion also featured a performance by the renowned Egyptian composer and pianist Omar Khairat, whose appearance brought together Egypt’s legacy, artistic excellence and contemporary experiences.
The partnership builds on the Coca-Cola system’s longstanding presence in Egypt. Over the past 84 years, the system has grown into a high-impact network, anchored by a trusted authorised bottler and thousands of suppliers, retailers and entrepreneurs. With strong local integration, the Coca-Cola system hires, produces and distributes locally and, where possible, sources locally, helping to build a more prosperous Egyptian economy.
According to a recently announced study by the global consultancy Steward Redqueen, the Coca-Cola system, together with a broad network of local suppliers, distributors and retailers in Egypt, contributed $981 million in value-added economic activity in 2024.
The study also reveals that, in the same year, the Coca-Cola system spent $793 million on goods and services sourced from suppliers in Egypt. This local procurement supports a range of industries, reinforcing the system’s contribution to Egypt’s economic development.
“Being recognised as a proud collaborator of the Grand Egyptian Museum allows us to celebrate Egypt’s rich heritage while offering visitors a distinctly local experience through our portfolio of beverages, made possible by thousands of Egyptian men and women across our value chain,” said Bryan Sun, general manager of the Coca-Cola organisation in Egypt and Sudan. “In 2024, the Coca-Cola system supported more than 64,000 jobs across Egypt, including 5,372 direct jobs and an additional 59,600 jobs in sectors including agriculture, manufacturing, retail, transport and services. That means that for every direct job within the system, 11 additional jobs were supported across the wider economy.”
Dr Ahmed Ghoneim, chief executive of the GEM, said: “As we mark the first anniversary of the GEM’s opening, we continue to build on its role as a place that connects Egypt’s past with its present and inspires future generations. Our collaboration, and the appointment of the Schweppes brand as the Official Beverage Partner of the GEM, reflects the opportunities for cultural institutions and the private sector to work together in support of this vision, celebrating Egypt’s heritage while enhancing the experience of those who come to discover it.”
Merette Elsayed, chief executive of Legacy, said: “A visit to the GEM is shaped by every detail, from discovering the collections to enjoying the spaces and experiences around them. As the museum’s operator, Legacy brings these elements together with the care and quality that a museum of this stature deserves. This collaboration, and the naming of the Schweppes brand as the Official Beverage Partner of the GEM, supports that approach, helping us create a welcoming environment that encourages visitors to spend more time at the GEM and to return to experience more.”
Commenting on the partnership, Adnan Topic, general manager of Coca-Cola HBC Egypt, said: “Our belief in Egypt is reflected in our ongoing commitment to the local economy. Between 2022 and 2025, the Coca-Cola system invested more than $1.1 billion in capital and operational expenditure. Furthermore, we plan to continue investing an additional $1.28 billion from 2026 to 2030. These investments reflect our long-term confidence in Egypt’s growth and future potential. Our collaboration with the Grand Egyptian Museum brings this commitment to life, connecting the Coca-Cola organisation’s brands with one of Egypt’s most iconic landmarks.”
As a proud partner of the Grand Egyptian Museum, the Coca-Cola system reaffirms its enduring connection to Egypt and its people, honouring the country’s heritage while creating meaningful experiences that bridge its remarkable past with an ambitious future.
