The Coca-Cola Co swaps NBA for soccer with US sponsorship deal
Coca-Cola said yesterday it was to end its partnership with the NBA
The company yesterday agreed a "multi-year" deal with the United States Soccer Federation, which oversees the men and women's national teams, as well as Major League Soccer (MLS), the country's top soccer league. Financial details of the deal have not been disclosed.
Coca-Cola yesterday said it was to end its 28-year sponsorship of the NBA in the US after the current season, as PepsiCo stepped in with a reportedly bigger deal. Coca-Cola told just-drinks it wants to focus on its "most effective and efficient investments" in marketing.
Coca-Cola already sponsors the FIFA World Cup, but yesterday's announcement greatly increases its involvement in US soccer. As well as the MLS and national teams sponsorship, the deal includes a renewal of the company’s partnership with the Mexican National Team’s US tour, while also covering the Youth National Soccer Teams and the US Development Academy.
In October last year, Heineken announced its flagship beer would replace Anheuser-Busch InBev's Budweiser as the official beer of MLS after agreeing a "long-term" deal. Heineken replaced Budweiser in January.
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