Coca-Cola has signed its first-ever Premier League sponsorship deal this week, agreeing a three-and-a-half-year partnership that will see the soft drink giant promoting its entire drinks portfolio. Helping to boost the profile of the less popular Coca-Cola brands.

Instead of spending big on advertisements, Coca-Cola intend on using activations to promote its array of soft drinks which include: Fanta, Sprite, Smartwater and Oasis – as well as the flagship Coca-Cola products.

The partnership means the Premier League have now filled the seven sponsorship categories. However, Richard Masters, the Premier League’s MD said that the other deals are up for renewal or under review.

Coca-Cola will be using the Premier League trophy tour as an opportunity to promote Coke and engage with consumers at a community level. Coca-Cola have been the official sponsor for the World Cup trophy tour since 2006, an event that has helped millions of fans around the world to engage with the World Cup. Coca-Cola will be hoping that the Premier League trophy tour has similar results for the brand.