Ads for the product, tagged 'bloke Coke' because of its male positioning, are to use the strapline 'Football without the downside'.
The activity follows Coke Zero's controversial launch campaign. Ads included the strapline 'Blind dates without the psychos', which was subsequently axed following complaints to the Advertising Standards Authority.
Coca-Cola will use its tie-up with the Football League to drive sales of Coke Zero, through a football-themed 'buy a player' on-pack promotion. The initiative, which begins in March, will also offer one consumer the chance to win £10,000.
However, the Zero campaign will not extend to Coca-Cola's grass-roots football activity, said a spokesman.
The Coke brand has a strong association with football. England and Manchester United star Wayne Rooney has featured in ads for Coke Zero, while his fiancee Coleen McLoughlin has appeared in promotional work for Diet Coke.
Last month Diet Coke signed up to sponsor ITV2 reality show WAGs Boutique, which will feature 10 footballers' wives and girlfriends designing and running a fashion boutique (Marketing, 6 December).
Coca-Cola has also earmarked sports-energy drink Powerade for a substantial push this year. The activity is intended to capitalise on consumer demand for functional 'added-value' drinks.
A 'try me free' promotion will begin next month. The brand will also undergo a design overhaul.
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