Conclusion

For organisations looking to build relationships with customers, and to offer financial and material support to sports to which they are committed, it is not enough to be 'well meaning'. It is also important to be well informed and professional in approach. There are guidelines to be followed, rules to be observed, disciplines to be maintained. Coca-Cola has developed a good understanding of this, as its successful support of football clearly testifies. By broadening its football strategy across the communications mix i.e. from International through to grass-roots and the community, Coca-Cola has strengthened its position as a football insider and this helps to build the brand and corporate reputation of Coca-Cola.

"Coca-Cola", "Coke", the Dynamic Ribbon device and the design of the "Coca-Cola" Contour Bottle are registered trade marks of The Coca-Cola Company.