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The FA extend Big Cola deal in Asia for England & The FA Cup

Fri 24th Jun 2011 | Football Sponsorship

The FA have announced an extension to its promotional partnership agreement with AJE Big Cola for a further two years, following on from a successful 2010 campaign in the first year of the partnership. 

In addition to being an official promotional partner to the England National Team in Thailand, Vietnam, Indonesia, India, Laos and Cambodia, AJE Big Cola will now become a promotional partner to The FA Cup in the same territories.

The FA Group Head of Business Development, Sean McAuliffe, commented: “We are delighted to strengthen our brand presence outside the United Kingdom and continue working with AJE Big Cola.  Asia is a growing market for us and working on partnerships with brands like Big Cola increases our presence in the region and is a great avenue for our Asian fans to support the team.”

Whilst the Big Cola England National Team promotion will start towards the end of 2011, Big Cola is currently focusing on promotions surrounding The FA Cup.  The FA Cup is recognized as one of the most popular events in Asia and is broadcast widely throughout the region.

AJE Big Cola Chief Marketing Executive, Jorge Lopez Doriga, also commented on the agreement: “After a positive response from our Thai customers to the special England National Team promotional packs in 2010—that led to a 20% increase in sales—Big Cola will continue to bring happiness and excitement to all the football fans across the six countries.”  

The partnership launch was attended by representatives from Big Cola and The FA at Wembley Stadium in London earlier this year.  Big Cola recently launched their FA Cup promotion in several Asian markets with the promotional partnership period running through until the end of 2012.

The agreement was secured via The FA’s representing agent in Asia, Total Sports Asia (TSA).

“Through this partnership, Big Cola is able to create an emotional link between its brand and millions of England fans across their markets.  We are very happy about the great success of the first year’s campaign which was the basis for the extension.” said Marcus Luer, Total Sports Asia’s Group CEO.

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