Coca-Cola is planning a grassroots, exercise campaign to start its sponsorship deal with the Football League this August.
The sponsorship activity will start after Euro 2004 ends. It is understood the campaign will run in conjunction with the Football League’s efforts to promote the game under the banner “real football for real fans”.
A source close to the league says that Coca-Cola wants to tie its brand into the wider drive for fitness and against obesity. He adds: “It is an opportunity for Coke to show it is taking an interest in the health of the nation.”
Coca-Cola will take over as the headline sponsor of the Football League from next season (MW March 4). Under existing proposals, the league will be rebranded as the Coca-Cola Championship, although plans to promote accident-prone Dasani as its official water have been ditched.
The news comes as the Football League starts hunting for an additional six sponsors across a range of categories. Stuart Regan, who was appointed First Division director at the beginning of the year, says that he wants consumer partners to collaborate in building the First Division brand.