Coca-Cola has forged an eleven-year deal worth over $500 million (€529m; £340m) with US broadcast TV network CBS and the National Collegiate Athletic Association to become the latter’s first ‘corporate champion’.

Under the agreement, Coke gains beverage marketing and media rights to 87 men’s and women’s tournaments run by the NCAA in 22 sports. It includes what the soft drinks giant calls “an extensive advertising buy” on Viacom-owned CBS during its coverage of the NCAA men’s basketball championship, for which the network has exclusive rights.

Coke will also be able to use NCAA logos and will organise advertising, promotions, marketing schemes and on-site events to tie in with the various championships.

The sports body will hand management of its marketing rights to Host Communications, a unit of the Bull Run Corporation, which has previously worked as a sub-contractor with CBS.

Data sourced from multiple sources; additional content by WARC staff