Coke hires M&C for football sponsorship account

Coca-Cola GB has appointed M&C Saatchi Sponsorship to promote its three-year sponsorship of the revamped Football League.

‘We will work closely with the Football League, but our job is to focus on the Coca-Cola messaging coming out of the League,’ said M&C Sponsorship managing director Steve Martin.

PR activity includes media relations and events that will enable fans to get ‘unique access’ to clubs, players and training, he added.

Coca-Cola will focus on the play-offs. ‘There are 72 clubs in the League and there are local and regional media surrounding each of these clubs, so it is a very wide-ranging brief even before you approach the nationals,’ said Martin. M&C has enlisted sports PR specialist Paul Ridley to work alongside the account team.

The Coca-Cola Championship replaces the First Division this coming season, while the lower divisions are renamed Coca-Cola League One and Coca-Cola League Two.

l The Football League has hired Shine Communications to manage an event in August, hosted by FL chair Sir Brian Mawhinney MP, to attract further sponsors.

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