Coke’s Pump Water locks in AFL sponsorship

Posted by Andrea Hogan on 15th March 2017

Coca-Cola South Pacific’s Pump has been announced as the official water of the Australian Football League (AFL).

The deal has taken place despite the news that a competitor, PepsiCo’s Gatorade, has resecured itself as the AFL’s ‘hydration partner’ for the next three years.

The 2017 AFL season Pump sponsorship will centre around a new campaign called “Pump up your team”. The campaign will see the names of all the different AFL teams feature on Pump water bottles instead of its usual logo.

The sponsorship will also be promoted through PR activity, stadium, digital and social activity.

Vince Lichaa, Brand Activation Manager, said he believes the campaign will reinforce Pump Water as the “number one water for sport and exercise”.

“We can’t wait to hear consumer reactions and see fans nationwide supporting their favourite clubs with Pump,” said Lichaa.

The new labelling will be rolled out nationwide on all 750ml Pump water bottles from the start of the 2017 AFL season, beginning 23 March 2017.


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