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SWITZERLAND: Coke scores extended UEFA deal

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The Coca-Cola Co will continue marketing at major European international football events for at least four more years.

The company has announced an extended partnership with the Union of European Football Associations (UEFA) until 2009.

The newly struck deal incorporates the 2008 UEFA European Championship, to be held in Austria and Switzerland.

Last year's UEFA EURO 2004 final tournament drew a cumulative audience of 7.9bn TV viewers, averaging more than 150m live viewers for each game.

Coke has also extended its exclusive marketing rights in the non-alcoholic beverages category at the UEFA Women's Championship in 2009, the Futsal Championships in 2007 and 2009 as well as the Under-21 Championships in 2006, 2007 and 2009. Coke will also commit cash, in-kind products and services for UEFA-organised events. Financial details about the agreement were not disclosed.

Coca-Cola EU group marketing director Chris Burggraeve said: "We are proud to extend our long and rich heritage with UEFA, especially for UEFA EURO 2008, when the best teams from the region will converge on Austria and Switzerland. 

"All Euro 2008 marketing and communication activity will yet be another way to allow Coca-Cola to bring the newly announced Global Core Creative Idea 'Welcome to the Coke Side of Life' alive to the many fans."

Coke has been involved in international football for more than 70 years, partnering UEFA since 1988.


Sectors: Soft drinks

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