Coca-Cola inks “official partner” deal with Football League

Coca-Cola is to continue its backing of the Football League as an “official partner” after its six-year title sponsorship of the championship ends later this month.

In addition, Coca-Cola has announced a three-year deal to become an official partner of the Scottish Premier League.

As part of the Football League deal, which covers the Championship, League One and League Two, the soft drink maker will be able to advertise at grounds and launch League-related merchandise.

The value of the deal was not disclosed but it is likely to be less than the estimated £5m per year Coke was said to have paid the Football League as the title sponsor.

The Football League and Coca-Cola announced the end of their six-year partnership last May.

It is understood the football body wanted more money from Coke in the wake of an improved television deal that saw an additional 10 live matches screened on the BBC and a weekly highlights show added to BSkyB’s existing coverage.

Energy company Npower has since signed a deal said to be worth £21m over three years to replace Coca-Cola from next season.

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