Coke pops its top to sponsor football cup

Published October 20th, 2000 - 02:00 GMT

Coca Cola plans to spend five times more than what it spent on the European Champions League or Sydney’s Olympic games. The brand is one of the 16 official sponsors for the Asian Cup, now being held in Beirut, and expects the increase in marketing to produces more profit.  


Coca Cola’s brand manager, Khaled Ismail comments, “No doubt, the Asian Cup will be more profitable, and we expect our sales in October to go up 5 percent from the previous month,” according to Lebanon’s Daily Star.  


The marketing blitz included two new ads on TV, and Ismail ascertains that this “would boost the lion’s share of our promotion expenses, to around 40 percent”. He commented that Coke, in recognition of the Lebanese passion for football, wanted to be linked to the sport. – (Albawaba-MEBG) 

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