Coca-Cola Signs Up To Sponsor Premier League Coverage On ITV

Coca-Cola has signed a deal worth £50m to sponsor ITV’s coverage of Premier League football highlights for the next three years. The company emerged as the winner after the deadline for sealed bids was reached on Monday (see Deadline Runs Out For ITV Football Sponsorship Deal)

The £50m spent by the soft drinks brand over three years secures it an integrated deal including sponsorship of the highlights programme formerly known as Match of the Day, now moved to ITV and possibly a teatime slot (see ITV’s Match Of The Day Headed For Saturday Teatime), and further programming during the week including a Monday review programme, highlights on Sundays and Wednesdays and a rolling scores and results service on Saturday afternoons.

When the latest round of Premier League broadcast rights went up for grabs last year, ITV paid £183m to be able to show Saturday night highlights for the next three years (see How The Premier League Will Cash-In On Kick-Offs).

ITV: 020 7843 8000 www.itv.co.uk

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