BBC Homepage World Service Education
BBC Homepagelow graphics version | feedback | help
BBC News Online
 You are in: Business
Front Page 
World 
UK 
UK Politics 
Business 
Market Data 
Economy 
Companies 
E-Commerce 
Your Money 
Business Basics 
Sci/Tech 
Health 
Education 
Entertainment 
Talking Point 
In Depth 
AudioVideo 

Wednesday, 6 June, 2001, 19:52 GMT 20:52 UK
Coke to sponsor Premier League broadcasts
Some of the Manchester United team with the Premiership trophy
Coke is a winner, along with Premiership champions Man U
Coca-Cola has signed an agreement to sponsor English football's Premier League highlights next season on ITV television.

The contract is the UK's biggest ever sports sponsorship deal.

"This is an historic broadcast sponsorship deal," said Mick Desmond, chief executive of Granada Enterprises, which is part of the UK broadcaster Granada.

"The relationship between ITV and Coca-Cola is a clear example of a platinum partnership between two major players, coming together to achieve a major marketing impact," he added.

The deal means that the global drinks giant will spend a total of 50m ($70.17m) on ITV, including advertising, over the next three years.

Coke highlights

Coca-Cola will be sponsoring ITV's Premier League highlights on Saturday nights as well on related programmes during the week.

The sponsorship also includes an off-screen marketing campaign.

The company joins the credit card company Barclaycard in promoting the Premiership.

Barclaycard had the first refusal on the deal, but was thought to be reluctant to pay up more money in addition to the 48m it has spent on an existing three-year sponsorship deal.

That three-year deal means the English premier league will be known from next season as the FA Barclaycard Premiership.

The credit card company fought off Coca-Cola's soft drinks rival Pepsi to secure sponsorship of the main event.

Popular

The rising price of sponsoring and televising the league reflects growing overseas interest in English football.

This has come partly from an increasing influx of foreign players to English clubs who are often cheaper for clubs to buy than comparable British players.

Increased product merchandising has also raised the international profile - and profitability - of clubs such as Manchester United.

Search BBC News Online

Advanced search options
Launch console
BBC RADIO NEWS
BBC ONE TV NEWS
WORLD NEWS SUMMARY
PROGRAMMES GUIDE
See also:

06 May 01 | Business
Bankruptcy fears hit football
02 Jan 01 | Business
Adidas loses kit appeal
19 Apr 01 | Business
Defeat hits Man Utd shares
11 Apr 01 | Business
English stadiums leading Europe
21 Feb 01 | Business
Coca-Cola and P&G in new venture
04 Mar 01 | Business
Coke president says that's it
27 Dec 00 | Business
Coke aims to milk brand
04 Jan 01 | Business
Drinks giants eye Premiership deal
Internet links:


The BBC is not responsible for the content of external internet sites

Links to more Business stories are at the foot of the page.


E-mail this story to a friend

Links to more Business stories