Having recently ceded to local rival Antartica its sponsorship of Brazil’s national soccer team – a favorite for next year’s World Cup – Coca-Cola has signed the nation’s legendary soccer superstar Pele in a two-year $100 million-plus advertising deal.
In addition to being the focus of Coke’s ads, Pele will also act as the beverage’s consultant and ambassador before, during and after the World Cup. Said Pele, as he took a break from counting: “I only take part in things I believe in. I believe I'll be [communicating] positive messages to the public.”
Coca-Cola has been an official sponsor of the World Cup since 1974.
News source: AdAge Global