Coca-Cola set to commit to 2004 UEFA tournament

May 16, 2002

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Coca-Cola set to commit to 2004 UEFA tournament

Coca-Cola is expected to confirm its commitment this week to UEFA's European Football Championship, Euro 2004, in Portugal.

Coke will become the third sponsor, joining McDonald's and Carlsberg, and is thought to be paying around £15m for the privilege.

Coke's 'core rights' package for Euro 2004 will include perimeter signage at the 31 matches, consumer ticket promotions and broadcast sponsorship coupled with commercial airtime rights.

It will also have the opportunity to develop premium products, internet rights and special content through the official Euro 2004 web site and on-site branding and activity throughout the tournament.

UEFA has rethought its sponsorship format for Euro 2004, reducing the number of sponsors used in Euro 2000 (Marketing, April 18).

The deal is the latest in Coca-Cola's portfolio of global football connections.

It already sponsors the FIFA World Cup, the African Cup of Nations, the Copa America and the FIFA World Youth Championship.

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