Coca-Cola has signed an agreement to sponsor English football's Premier League highlights next season on ITV television.

The contract is the UK's biggest ever sports sponsorship deal.

"This is an historic broadcast sponsorship deal," said Mick Desmond, chief executive of Granada Enterprises, which is part of the UK broadcaster Granada.

"The relationship between ITV and Coca-Cola is a clear example of a platinum partnership between two major players, coming together to achieve a major marketing impact," he added.

The deal means that the global drinks giant will spend a total of �50m ($70.17m) on ITV, including advertising, over the next three years.

Coke highlights

Coca-Cola will be sponsoring ITV's Premier League highlights on Saturday nights as well on related programmes during the week.

The sponsorship also includes an off-screen marketing campaign.

The company joins the credit card company Barclaycard in promoting the Premiership.

Barclaycard had the first refusal on the deal, but was thought to be reluctant to pay up more money in addition to the �48m it has spent on an existing three-year sponsorship deal.

That three-year deal means the English premier league will be known from next season as the FA Barclaycard Premiership.

The credit card company fought off Coca-Cola's soft drinks rival Pepsi to secure sponsorship of the main event.

Popular

The rising price of sponsoring and televising the league reflects growing overseas interest in English football.

This has come partly from an increasing influx of foreign players to English clubs who are often cheaper for clubs to buy than comparable British players.

Increased product merchandising has also raised the international profile - and profitability - of clubs such as Manchester United.