By Seb Joseph

Coca-Cola is launching its biggest sponsorship of the Uefa European football tournament that promises to offer more fan-focused activities than previous efforts.

The crux of the strategy revolves around making the “simple act of drinking” any Coca-Cola a memorable experience for fans, according to Bobby Brittain, marketing director for its Great Britain business. To that end, much of the activity will focus on giving fans a tickets to matches, a tried and tested sponsorship mechanic the business will be hoping drives more purchases over the summer.

It is offering 504 prizes of four tickets to the tournament to lucky winners. The Read full story ›

Source: The Drum