MLL

Lacrosse league finally lands Coca-Cola

By Michael Smith, Staff Writer

Published March 12, 2012

David Gross, commissioner of Major League Lacrosse, called Coca-Cola’s new sponsorship with the league “10 years in the making.”

Coke Zero will be the featured brand under the deal with Major League Lacrosse.

He was only slightly exaggerating.

“Coca-Cola is such an iconic brand and we’ve always thought they would be a partner that would make a great fit,” Gross said. “You know, sometimes it takes a while to get people to warm up.”

Like many of Coca-Cola’s sports sponsorships these days, it will feature the Coke Zero brand on its new two-year MLL team and league sponsorship. In addition to being MLL’s official partner, Coke Zero also will appear on the jerseys for the new Charlotte Hounds.

Coke’s high-ranking sports and entertainment marketing executives, senior vice president Sharon Byers and vice president Bob Cramer, led the talks with MLL, along with William White, group brand director for Coke Zero.

Gross credited the deal largely to a successful first year with Powerade, another Coke brand that sponsored the league last year. Powerade replaced Gatorade last year as the official sports drink and sideline beverage for the eight-team league.

These league sponsorships can range from the low six figures up to seven figures, and Coke’s is thought to be at the higher end of that range because it includes a jersey deal as well.

“Coca-Cola saw firsthand how we work with a partner, and I think that eased the way,” Gross said.

As part of the package, Coke Zero will title sponsor MLL game broadcasts on the CBS Sports Network. CBS has 14 games this season, which begins in late April and runs through August.

ESPN2 will broadcast six games, and a package of 40 games will be syndicated mostly in the markets that have teams. Those syndicated games also will appear on ESPN3.
Another 18 episodes of the magazine show “Inside the MLL” will appear on CBS Sports Network.

Gross said the league is attempting to sell jersey sponsorships for all eight teams. Warrior will be featured on the Boston Cannons’ jersey. Two other jersey deals are in the works.