Coca-Cola Extends Partnership with UEFA Through 2009, Including UEFA EURO 2008 in Switzerland and Austria

Strategic Insights -

The Coca-Cola Company and the Union of European Football Associations (UEFA) have extended their long-term partnership through 2009, including the UEFA European Football Championship 2008, which will be co-hosted by Austria and Switzerland. This partnership includes exclusive marketing rights for Coca-Cola in the non-alcoholic beverages category across UEFA's EUROTOP events. The commitment includes cash and in-kind products and services to support UEFA-organized events.

Key Takeaways:

  • The extended agreement includes the UEFA European Football Championship 2008, the UEFA Women's Championship 2009, the UEFA Futsal Championship 2007 & 2009, and the UEFA Under21 Championships in 2006, 2007 & 2009.
  • The partnership focuses on the development of European football and Coca-Cola's commitment to supporting fans worldwide.
  • Coca-Cola has been a sponsor of UEFA events since 1988 and has a rich history of supporting international football.
  • The partnership includes in-kind products and services, as well as cash contributions to support UEFA-organized events.
  • The UEFA European Football Championship has broken records in terms of audience, with 7.9 billion TV viewers for the 2004 final tournament.
  • The partnership will see Coca-Cola bring its newly announced Global Core Creative Idea 'Welcome to the Coke Side of Life' alive to fans through UEFA EURO 2008 marketing and communication activity.

Statistics:

  • 7.9 billion TV viewers watched the 2004 UEFA European Football Championship, the 12th of its kind.
  • 150 million live viewers watched each of the 31 matches in the 2004 UEFA European Football Championship.
  • The Coca-Cola Company has supported international football for more than 70 years.
  • 1 billion servings of Coca-Cola beverages are consumed daily across more than 200 countries.
  • The UEFA European Football Championship has become a major world event.

Sources:

  • PRNewswire, "The Coca-Cola Company and UEFA Announce Extended Partnership Through 2009," December 19.
  • UEFA, "History of the UEFA European Football Championship."
  • The Coca-Cola Company, "About Us."
  • The Coca-Cola Company, "News Releases."