The Premier League and Coca-Cola Great Britain have announced a three-and-a-half-year partnership, starting in January 2019, reports SportBusiness.
The deal, estimated to be worth around £10m a season, is Coca-Cola Great Britain's largest ever sponsorship agreement and represents the first time the company will activate across multiple brands within its portfolio, showcasing a range of drinks including sparkling soft drinks, water, fruit-based drinks and low/zero-sugar options.
The contract is built around the Premier League's IP and gives the brand access to player imagery, match footage and Premier League marks. The company has said it will look to enhance the fan experience through physical and digital activations, including a nationwide Premier League trophy tour.
Coca-Cola Great Britain said it has yet to plan all of the ways it will activate the partnership but a joint press release said the two parties were also "working to promote sustainability and recycling and will use the partnership to work together to continue this".
Although the deal effectively grants the UK arm of the drinks brand the international rights to the Premier League, Jon Wood, general manager, Coca-Cola Great Britain and Ireland, said the priority is to activate in the UK.