The head of sponsorship at Coca-Cola has left to join Diageo as global sponsorship director.

Speaking to just-drinks today (3 May), a spokesperson for Diageo confirmed that Steve Cumming will be joining the drinks giant in July. Cumming replaces Sean Jefferson, who left Diageo in mid-February after two years to join a sports and entertainment marketing company.

Having joined Coca-Cola in 2004, Cummin was responsible for overseeing the company's sponsorship of football and rugby. He also worked on brands including Powerade, Fanta and Schweppes.

Cumming was previously involved in sponsorship at Carlsberg, where he managed the brewer's Liverpool FC and Football Association ties.