The League’s deal with the Nationwide Building Society, which has been in existence since the outset of the 1996/7 season, runs out this summer, and they have swooped to ensure that it is the largest sponsorship deal in the history of the Football League. The flagship competition will become the Coca-Cola Football League, but there are more changes:
**Coca-Cola and Diet Coke will become the official soft drinks of the Football League,
**Dasani will be the official water of the Football League, and
**Powerade becomes the offical sports drink
Sir Brian Mawhinney, the former Conservate Party chairman and now the holder of a similar position with the League, statged on the official website, www.football-league.co.uk: “This new agreement is good news, it provides a tremendous boost for League clubs and, on their behalf, it is a great pleasure to welcome Coca-Cola to this partnership. I am grateful for their support. For our part we will ensure that we continue to deliver a quality product.”
He paid homage to the standard of play in Divisions One, Two and Three by saying, “Attracting a brand of the stature of Coca-Cola is clearly a coup for The League and demonstrates the enduring appeal of our competition. This partnership will contribute significantly to the proposed re-branding of The Football League. ttendances at League games are at their highest levels for 40 years and our clubs play an integral part in their local communities. We look forward to building upon that in the coming years.”
Robert Craven
www.thelittlegazette.com