Soda pops company Coca-Cola has made sure about the title sponsorship rights to the greatest cup rivalry in Italian football, the Coppa Italia, having studied the area as the title backer of the Supercoppa Italiana 2019.
Coca-Cola was quick to acquire the privileges of Coppa Italia, as detailed by SportBusiness in March because its “unassuming speculation” in the 2019 Supercoppa had demonstrated so effectively.
The agreement will start with the 2019-20 ‘Coppa Italia Coca-Cola’ finale, booked for 17 June 2020. Attributable to the Covid-19 pandemic the match was delayed from its usual space in May.
Coca-Cola will use media, interactive, and gaming channels along with the branding rights to reach football fans around the world.
During the season 2020-21, the contract between the organizing body of the cup, Lega Serie An, and Coca-Cola will stretch out further to take over official sponsorship rights to Series An itself.
In a statement, Coca-Cola said that the association with Lega Serie An is part of the brand’s strategy and globalization process and “affirms Coca-Cola’s situating in the football world with the values of inspiration, consideration, and equality that have always enlivened the brand.’
The value of the Coppa Italia tournament title sponsorship rights is set at around €5 m ($5.5 m) per season, a major climb from Coca-Cola’s irregular contract for the 2019 Supercoppa, which was evaluated at somewhere in the range of €250,000 and €500,000.
In 2018 when the legislature stepped in and overruled the deal in controversial circumstances, a Coppa Italia title sponsorship deal with the rail company Trenitalia’s Frecciarossa brand was scrapped. That deal would run for three seasons, between 2018-19 and 2020-21.
In a contract that finished at the finish of the 2017-18 season, Telecom Italia’s smartphone brand TIM had been the title patron of Series A, Coppa Italia, and Supercoppa. From the 1998-99 season, it had supported the Coppa Italia.
Originally, it just expanded its league rights at €15 m a season from the 2018-19 season, however, it later marked a one-season contract for the Coppa Italia for 2018-19.
The 2019 Supercoppa was played on 22 December 2019 at Riyadh, Saudi Arabia.
The financing for the ongoing ventures is attempted to have originated from the Coca-Cola Italy bill. Coca-Cola already has a two-year contract with Juventus Series A champions spanning the 2019-20 and 2020-21 seasons. The contract is estimated to be worth nearly € 1 million for every season.