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IPL: Sprite wins sponsorship for Kolkata Knight Riders
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Coca-Cola India has won the sponsorship for Shah Rukh Khan's IPL team, Kolkata Knight Riders (KKR), despite PepsiCo's last minute revised bid on Tuesday evening. KKR has formalised a three-year sponsorship deal with Coca-Cola's clear lemon drink Sprite as the team's associate sponsor and pouring partner.

Venkatesh Kini, vice-president, marketing, Coca Cola India, says, "The success of IPL 2008 has taken the game to a new high. It provides Coca Cola India with a very exciting platform to connect with all its consumers. We are happy to bat with KKR as an associate sponsor and pouring partner."

As part of the deal, Coca-Cola's Sprite will get branding, promotion and pouring rights for the KKR team, and the brand will be featured on the players' apparel and helmets.

"With Sprite now on board, I am confident we will together provide more enhanced experiences to our fans and consumers, making the second season of IPL 2009 all the more action-packed and exciting," adds Jay Mehta, co-owner, KKR.

Sprite will have in-stadia presence and activation rights for all seven home matches at Eden Gardens. A multi-media communication plan involving mass media, in-stadia and in-market activation and digital platforms with brand Sprite is in the offing.

As per a TAM AdEx report for year '08, Shah Rukh leads the ranking of the country's top celebrity endorsers on television.

According to market research company AC Nielsen, Sprite has dislodged brand Pepsi to occupy the second slot in soft drink sales.

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