LONDON: Of the the non-alcoholic beverage brands currently active in sport sponsorships in the Europe, the Middle East and Africa (EMEA) region, it is soft drinks giant Coca-Cola that is expected to be the most committed, with an estimated 145 deals worth over $132m in 2021.
Coca Cola is also responsible for the majority of US brand spend, which stands at $239m. The soft drink giant sees 145 active deals in the EMEA region, roughly a fifth of all the active deals in the sector.