Coca-Cola Great Britain has agreed a 3.5-year multi-brand sponsorship deal with the English Premier League, in an attempt to grow sales across its no-and low-sugar portfolio.
The agreement will begin in January 2019, and Coca-Cola will become the Premier League’s seventh commercial partner. Financial details of the agreement have not been disclosed at this time.
The sponsorship will allow Coca-Cola to showcase its sparkling, fruit-based and no-or low-sugar drinks such as Coca-Cola Zero Sugar, Fuze Tea and Oasis in an effort to boost sales beyond its core beverage.
Football sponsorship agreements are not new territory for the company, as Coca-Cola sponsors the Fifa World Cup and sponsored the English Football League for seven years from 2010 to 2017.
Digital campaigns and the first nationwide Premier League trophy tour will take place as part of the sponsorship deal, giving fans the opportunity to try Coca-Cola drinks and “connect with the game they love.”
Jon Woods, general manager of Coca-Cola Great Britain and Ireland said: “We have a long and rich history supporting football at all levels, from the grassroots to the world stage.
“The Premier League is one of the most diverse leagues in the world and unites people with a shared passion for football. We’re looking forward to working together to help bring fans closer to the action.
“The partnership gives us an opportunity to showcase the range of drinks we offer, which we are proud to make here in Great Britain and will help us to raise awareness of our no-sugar drinks.”
Richard Masters, managing director of the Premier League added: Coca-Cola is a huge global brand that has an excellent track record of sponsorship in football, from multiple World Cups to several years partnering with the Football League.
“We’re excited that this is Coca-Cola Great Britain’s first portfolio-wide partnership and they will be bringing it to life across a range of brands.
“We know from their previous campaigns in sport they are excellent at communicating to fans across the globe and they have some exciting ideas – including a nationwide trophy tour – that will see the League benefit from their huge reach in the UK and across the world.”
© FoodBev Media Ltd 2019
World Dairy Innovation Awards – now open for entries
Enter before 10 May to ensure you are part of the industry’s leading awards scheme. Don’t miss out on having your dairy innovations recognised.