COKE ZERO has become an official sponsor of Major League Lacrosse (MLL) in the US in a two-year deal covering the 2012 and 2013 seasons.
Under the terms of the deal, Coke Zero will become the title sponsor of all 14 matches (per season) to be broadcast nationally across the CBS Sports Network.
Coke Zero will also become the associate sponsor of special events including the MLL All-Star Game and the MLL Championship Weekend.
The agreement will also see the brand become the uniform sponsor of new MLL franchise the Charlotte Hounds, with the Coke Zero logo to feature on the lower back and left shoulder of the jersey as well as on the players’ shorts.
Official partner deals for the MLL are usually valued in the low six-figure region but, given the extensive rights the deal entails, Frontloaded estimates Coke Zero’s investment will be between $500,000 and $1 million per year.
Signing a marketing partnership with the Coca-Cola Company will stand the MLL in good stead as it pushes to expand the reach of the sport in the coming years. There are currently eight participating North American teams (seven in the US and one in Canada) with plans to expand the league to 16 teams by 2020.
Negotiating for the Coca-Cola Company was William White, group brand director, Coca-Cola Zero.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG