By Samindra Kunti
March 10 – Coca-Cola and Olympique Lyonnais have signed a three-year supply deal pertaining to the French club’s new stadium Stade de Lyon.
The deal will see Coke products sold at concessions and VIP areas throughout the Euro 2016 venue. Additional branding and digital rights have also been included in the agreement.
The soft drink giant will have access to Lyon players for promotional purposes. Coca-Cola will also offer young fans of the club a chance to accompany the players on to the pitch as match day mascots.
The financial terms of the agreement, brokered by Lyon’s marketing agency Lagardère Sports France, have not been disclosed.
The Stade de Lyon replaces the old and famed Stade de Gerland, which has been the club’s home ground since 1950. The old stadium was among the seven venues for the 1984 UEFA European Championship.
Lyon’s new stadium has a capacity of 59,000. The venue will host four group matches, one round of 16 match and one semi-final during this summer’s EURO2016.
The new stadium, with bigger commercial and marketing opportunities, is a part of Lyon’s powerful and long-standing president Jean-Michel Aulas’s bid to drive his club forward. Since PSG’s Qatari fueled ascension to the top of French football, Lyon have been lagging behind.
The Stade de Lyon must ameliorate the fan experience during Lyon’s home games, grow the fan base and, crucially, bring in more revenue through sponsorships.
Lyon currently sit third in France’s top-tier Ligue 1, a staggering 29 points behind runaway leaders Paris Saint-Germain.
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