Magazine article Marketing

Coca-Cola Becomes First Sponsor under Revised ITC Guidelines

Magazine article Marketing

Coca-Cola Becomes First Sponsor under Revised ITC Guidelines

Article excerpt

Coca-Cola becomes first sponsor under revised ITC guidelines

Advertisers have moved quickly to take advantage of the newly revised Independent Television Commission (ITC) guidelines on programme sponsorship, which came into effect on January 1.

Coca-Cola has become the first sponsor to operate under the revised code through its sponsorship of Channel 4's American football coverage, which began on January 11.

The Evening Standard has also revised the format of its sponsorship deal with the Thames TV arts programme 01, aired tonight, January 17. Both stand to benefit from the flexibility of the new ITC arrangements.

Coca-Cola Great Britain's marketing director Stephen Jones points out: "We had been looking at TV sponsorship opportunities for a long time, we were just waiting for the guidelines to change. The situation didn't take us by surprise."

The deal struck by Coca-Cola through its advertising agency McCann-Erickson, encompasses sponsorship of the magazine programme Red 42, Game of the Day and the Superbowl. …

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