Coke hunts agency to exploit Euro 2008 tie

LONDON - Coca-Cola is seeking an events agency to create and run its experiential and promotional activity at the UEFA Euro 2008 tournament.

At Euro 2004 in Portugal, Coke had one fan park, but it increased its activity significantly at this year's FIFA World Cup with a Fan Fest venue in each host city.

The soft-drinks brand is expected to invest even more heavily in experiential activity during Euro 2008.

Separately, it is changing its sponsorship strategy at the tournament, to the benefit of football fans. Coca-Cola, which is the Official Soft Beverage of Euro 2008, will have an allocation of 12,000 tickets over the 31 matches, the majority of which it plans to give away as prizes.

The decision will be welcomed by critics who have accused sponsors of dampening the atmosphere at major sporting events by giving tickets to corporate guests rather than rewarding genuine fans.

Its activity at the major international competitions backs Coca-Cola's club-level activity. It currently sponsors all three leagues in England below the Premiership.

Earlier this year, Coca-Cola ran a 'Win a player' promotion, created by BD-NTWK, which enabled fans to win £250,000 for their club to buy a footballer.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.