Football is indisputably the largest passion point in world sport, the most popular sport in many individual countries and Coca-Cola has been inextricably linked to football since 1974, with the honour of having kickstarted contemporary sponsorship with the FIFA World Cup in Germany.
A sponsor of UEFA Euro 2020, along with many national teams – and relationships with major clubs through partnerships with its bottling partners, Coca-Cola is a dominant brand in the sport. And yet, periodically, it reviews its position, looking for efficiencies and greater effectiveness in its mission to create and celebrate moments of consumption – and now to bring about its own brand of magic.
Redmandarin supported Coca-Cola’s central marketing unit for WEBU for two years as it explored new and better routes to reach young consumers in and out of home. The whole landscape of European football was in scope and the broader project involved market research, analysis, consideration of the difficult situation in Catalonia during the Spanish constitutional crisis of 2017/2018.
A range of creative options were presented for Coca-Cola to assert its dominance which ultimately led to TCCC GB sponsorship of the English Premiership, as a major plank of a broader solution.