Coca-Cola Title Sponsor Of Mexican National Team U.S. Tour.

Soccer United Marketing (SUM) announced that Coca-Cola has entered into a three-year agreement to become title sponsor and Official Beverage of the Mexican National Team throughout its five-game tour of the U.S., which will now be named: “Coca-Cola presenta Fútbol Mexicano de Verdad”™ (“Coca-Cola presents Real Mexican Soccer”™), integrating the company’s current global “de Verdad” (“Real”) marketing platforms. SUM is the exclusive U.S. promoter and marketing representative for the Mexican National Team.

Coca-Cola’s title sponsorship, which kicks off in February 2004 ahead of the Mexico vs. Chile match on Feb. 18 in Carson, California, will include national television advertising on Telemundo, Univisión and Telefutura, local radio and print advertising and local retail promotions. For all games played in the U.S., Coca-Cola will also have an in stadium presence to complement its tailgating activities and premium giveaways.

“The Mexican National Team is a source of national pride for millions of fans across the United States and Coca-Cola is excited to be a part of this passion,” said Greg Price, vice president, Coca Cola Brand Business Unit, Coca Cola North America. “There are few properties in America that generate that kind of level of interest and loyalty among Hispanic fans in this country as El Tri.”

“Coca-Cola has established ties with premier soccer properties around the globe and this move fits that strategy,” said Kathryn Carter, SUM Executive Vice President. “In Mexico, Coca-Cola has a long standing tradition with the national team and this partnership gives it the opportunity to continue reaching out to the millions of Mexican fans in the United States.”

Mexico played nine matches (February to November) in eight different U.S. markets during the 2003 calendar year, averaging over 37,000 fans a game. In 2004 all Mexican National Team matches will be televised to a national U.S. television audience on Telemundo while Futbol de Primera, carried by 70 Spanish-language radio stations across the United States, will provide live radio coverage of all matches.

Mexico, ranked No. 7 in the latest FIFA world rankings, will kick off its 2004 tour of the United States with an international match against Chile on Wednesday, February 18 at 8:00pm PT at The Home Depot Center in Carson, California. The date, a FIFA international matchday, will represent the first appearance for both teams since November 2003. Tickets for the game are currently on sale at The Home Depot Center and via Ticketmaster at the following prices: $30 (behind the goals, corners and upper tier), $35 (sidelines) and $45 (club section).

The team, which is preparing for regional World Cup Qualifying matches in June, when the team will play a home-and-home series (first leg on June 12-13 and second leg on June 19-20) in the second round of CONCACAF (Confederation of North and Central American and Caribbean Association Football) World Cup Qualifying. Mexico is set to face the winner of a preliminary round home-and-home series between the Bahamas and Dominica in June. The new-look Mexican team, led by Head Coach Ricardo Antonio LaVolpe, features the likes of goalkeeper Oswaldo Sanchez (Chivas), midfielder Pavel Pardo (Club America) and forwards Adolfo “Bofo” Bautista (Chivas), Omar Bravo (Chivas) and Jared Borgetti (Santos Laguna).