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Coca-Cola Enterprises Helps Football Fans to £10m to ‘Buy a Player’

Monday, January 22, 2007

Following the success of 'Win a Player' and its World Cup campaign, Coca-Cola Enterprises Limited (CCE) announces the launch of its biggest football promotion - 'Buy a Player' - in January 2007.

Following the success of 'Win a Player' and its World Cup campaign, Coca-Cola Enterprises Limited (CCE) announces the launch of its biggest football promotion - 'Buy a Player' - in January 2007.

The new on pack promotion will offer football fans the chance to win a share of a £10m transfer fund for their favourite Football League or Scottish Premiership League club and a chance to win money for themselves.

Anita Huntley, Head of Carbonates, Coca-Cola Enterprises:

"With a transfer fund of £10m, 'Buy a Player' is our biggest football promotion to date and is set to strengthen our already highly credible association with football. We had a fantastic summer with the World Cup campaign and we are confident this promotion will continue to help drive the growth of colas in 2007.

'Win a Player 2' was hugely successful but it is always important to grow and expand and 'Buy a Player' is designed to be even more appealing to consumers. With substantial amounts of money up for grabs for their favourite club or £10,000 for consumers, it really is a unique opportunity to make a difference to football fans across the country."

Approximately 45 million packs of 'Coca-Cola' and 'Coca-Cola' Zero will reveal a unique code that consumers can either text or enter online to find out how much they have won for their club - anything between 50p and £100,000. With a win in every other pack guaranteed, every club has the chance to win money and fans can follow a team's transfer fund online.

£100,000 prizes will also generate a £10,000 entrant prize for the consumer, and an additional draw for one club to win £250,000 will take place live on Soccer AM on Saturday 19th February 2007.

An integrated marketing campaign will drive awareness and include significant media support worth £750,000 as well as a regionally targeted PR campaign, online activity, community activation and a media partnership with Soccer AM. The promotion will be supported by a range of point of sale materials to bring the activity to life in store.

'Buy a Player' builds on the growing success of CCE's football activity and the company's position as a leading FMCG football sponsor. In 2006, 2.2 million people entered the 'Win a Player 2' competition, 100% up on 'Win a Player 1'.

'Coca-Cola' is the number one non sportswear brand associated with football1. The 2006 World Cup Sponsorship Awareness cemented 'Coca-Cola's association with football amongst key stakeholders, including 61% of fans and 55% of teens2.

Notes to editors

  • The promotion will appear in across all channels except licensed
  • The 'Buy A Player' promotion will be available on 'Coca-Cola' 500ml, 2L, 6 pk, fridge pack (10pk), and 24 pk, as well as 'Coca-Cola' Zero 500ml, 2L, 6pk
  • To enter, text your unique code and the name of your Football League or Scottish Premier League club to 80094, or visit www.coca-cola.co.uk/football. Standard network rates apply for text messages, typically 10-12p.
  • Fans can enter the promotion from 15/01/07. The promotion ends and codes expire on 25/04/07. After 25/04/07 all unredeemed codes will be invalid and cannot be redeemed with this or any other promotion
  • Any fan that enters before midnight on 07/02/07 will also be entered into an additional prize draw to win £250,000 for their club's transfer fund and £10,000 for themselves. The winner will be selected at random from all valid entries in an independently supervised draw and will be announced on Soccer AM on 10/02/07
  • The Coca-Cola Buy a Player promotion includes all 'Coca-Cola' Football League and Scottish Premier League clubs
  • 'Coca-Cola' is now into its third season as title sponsor of the Football League
  • 'Coca-Cola' has been investing in football in this country for over 30 years at all levels from grassroots to international tournaments such as the UEFA European Championships and the FIFA World Cup™
  • Generic POS material that can be overlayed if appropriate with Club Specific branding will be available to engage with local community fans

Sources:

  1. Milward Brown July 2006
  2. Awareness of World Cup sponsorship 15 May - 23 July 2006

Legal Lines:
'Coca-Cola', 'Coca-Cola' Zero and 'Coke' are registered trade marks of The Coca-Cola Company

For further information please contact:
Sasha Qadri on 07980 766011

© Copyright Coca-Cola Enterprises Ltd
Coca-Cola Enterprises Registered Office: Charter Place, Uxbridge, Middlesex UB8 1EZ in England, number 27173.
All brand names are registered trade marks of their respective owners.