[news] Cold drinks war heats up at Wembley

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Cold drinks war heats up at Wembley (30 July 2004)

As construction progresses on the new Wembley Stadium, officials are trying to play down a potentially sticky naming-rights deal with the Coca-Cola company, which could potentially leave a bad taste in the mouths of the English Football Association.

Although soft-drinks manufacturer Pepsi currently enjoy a healthy business relationship with the FA, according to the journal Marketing Week, the rival Coca-Cola concern has recently held talks with the Wembley authorities, about it becoming the official sponsorship partner for the new venue.

In fact, Coca-Cola is possibly in line to actually own a part of the venue anyway, through its already agreed sponsorship of the new Wembley Way access road, a deal estimated to be worth close to a cool £2million.

On the other hand, Pepsi, through its existing sponsorship links with the FA, is already guaranteed a significant amount of advertising-hoarding space throughout the new stadium complex.

Taking all this into account, it seems likely that fierce competition between the two global soft-drinks conglomerates will continue to bubble away nicely for a long time yet, a prediction that will quietly delight the new Wembley Stadium authorities!
 

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