Coca-Cola inks deal with Premier League in first multi-brand sponsorship

Coca-Cola treads new ground, inking a deal with Premier League in first-ever cross-product commercial partnership

This marks Coke’s first-ever sponsorship deal with the Premier League in a three-and-a-half-year agreement that will see the soft drinks giant use a commercial partnership to promote its entire drinks portfolio.

Kicking off in January 2019, Coke will use activations rather than big ads to promote its array of soft drinks, from its full sugar drinks to its flavoured waters and low and no-sugar variants.

Jon Woods, general manager of Coca-Cola Great Britain, told Marketing Week: “This partnership will allow us to accelerate growth on low sugar variants faster and is the beginning of more multi-brand campaigns.”

“It allows us to bring the whole portfolio to life.

“Our strategy is to become a total drinks company and that means growing beyond Coca-Cola to develop a range of drinks to suit more consumers on more occasions.

“What this partnership allows us to do is to amplify and talk about all those different brands.

“We will have some brands lead at different times.

“Some of the brands we don’t support that much historically and it allows us to bring them back in the fold in a way we wouldn’t normally do.”

Coca-Cola has released a 20-second teaser video announcing the deal and featuring 20 brands owned by the soft drink giant, including the flagship Coca-Cola brand.

The video also includes a reference to Coca-Cola’s #CokeDunks recycling campaign, a TV ad for which launches this weekend.