Granada Enterprises has struck a pounds 40 million sponsorship deal
with Coca-Cola for its TV Premier League football coverage, which is
being touted as the biggest sports broadcast sponsorship in the UK.
The deal will encompass the highlights programme on Saturdays and
Sundays, online and offline coverage of the Premiership highlights and
additional highlights programmes during the week.
There will also be a heavyweight off-screen marketing campaign with
on-pack promotions and point of sale.
The TV sponsorship was clinched by Coca-Cola following a round of sealed
bids, which closed on Monday. Three companies were involved in the
ITV had originally been in talks with Barclaycard, which recently agreed
a pounds 48 million three-year global title sponsorship deal of the FA
Premier League and had first rights of refusal over the TV package. The
bank card, however, is believed to have turned down the TV sponsorship
package because it felt that it was too expensive.
Mick Desmond, the chief executive of Granada Enterprises, said: "This is
an historic broadcast sponsorship deal. The relationship between ITV and
Coke is a clear example of a platinum partnership between two major
players, coming together to achieve a major marketing impact. Coke won
the day on the strength of its through-the-line exploitation of
The deal was negotiated directly by Granada with Coke. Tom Long, the
Coca-Cola president for Great Britain and Ireland, added: "This further
extends our many interests, excitement and passion for football."