Communicating through the "world game", for brand and corporate reputation
A Coca-Cola Great Britain case study

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Page 3: Coca-Cola and its levels of football communication

Coca-Cola addresses audiences at four different levels.

Grass roots - Young people want opportunities to play football in a safe, organised, and fun environment. Recognising this, Coca-Cola is involved with the English and Scottish Schools Football Association tournaments. For example over 2,000 schools from across England enter the under 13's, 11 a side tournament involving approximately 30,000 young, keen footballers. These teams cover 44 counties and are split into 4 geographical regions, North, Midlands, South East and South West. The winners of the 4 regional finals are invited to play for the pride of England in the Coca-Cola Schools Cup Final at Anfield Stadium, the home of Liverpool F.C.

Local professional football clubs know that their future depends on attracting more families to games. That means persuading Mum and the kids to come along too. Coca-Cola supports good practice in the use of mascots, whereby children enter competitions that allow them to be their clubs'mascot. Details of the competition vary from club to club.

Local Clubs/Community - e.g. Sweeper Zone: a community programme in partnership with environmental group Encams, and supported by local people and businesses, which harnesses the cultural appeal of football, the passion and loyalty of fans, and youth appeal of Coca-Cola to improve the environment around Premiership football grounds.

High Level Domestic: Premiership in England and Premier League in Scotland - A major element of the football sponsorship of Coca-Cola is the TV sponsorship of ITV's weekly football programme The Premiership, which is shown in both England and Scotland and is a 'must' for most followers of the professional game. This offers Coca-Cola the opportunity to engage with a large number of football fans on a weekly basis and supports its objective of providing these fans with access to football. The sponsorship takes the form of idents or 'bumper breaks' at the start of the programme, and, before and after the advertising breaks. In addition, Coca-Cola sponsors the ITV Football website -

International: World Cup and European Championship - Coca-Colaengaged in a variety of activities for the FIFA World Cup 2002, all of which were designed to bring fans closer both to each other and to the event. Key activities included:

  • A unique competition to design a Coca-Cola perimeter advertising board for display at all England games during the tournament. A boy aged 7 won. He and his family were flown to the tournament in Japan to watch the England vs Sweden game and see his board in use.
  • The FIFA World Cup "Trophy Trip", run in conjunction with Sainsbury's. This offered a large number of fans the chance to participate in a celebration event where they had their photographs taken with the FIFA World Cup Trophy.

Coca-Cola Great Britain | Communicating through the "world game", for brand and corporate reputation