Coca-Cola has announced a multi-year sponsorship deal with golf star Jordan Spieth in what is reported to be one of its biggest ever athlete endorsement agreements.
Spieth will become the new face of Coca-Cola in a partnership that will see the 22 year-old American appear in its TV ads, on point-of-sale packaging and across its social channels.
No financial figures from the deal have been released, however ESPN has reported that Coca-Cola’s deal with the world number one ranked golfer matches the endorsement contracts it has with NBA basketball star LeBron James, actress Jennifer Aniston and pop star Taylor Swift.
Peggy Loos, vice-president of connections activation for Coca-Cola, told ESPN that the company decided to make a move for Spieth following his 2015 Tour Championship win.
Loos described Speith as a “tremendous athlete who not only represents the golf community but American culture,” and added “he is authentic, comes across as modest and very much represents the values of our company.”
Spieth’s agent, Jay Danzi, added: “We had interest from companies of all shapes and sizes in the beverage category, but this made the most sense to us based on the brand synergies with both Jordan and his foundation, Coke's global platform, and its activation strategy.”
"Coca-Cola has always been associated with iconic sporting events and some of the world's greatest athletes, so this is an incredibly cool opportunity for me," Spieth said in a statement.
Spieth combined earnings and sponsorship endorsements generated him around $53m last year, ensuring that Tiger Woods was knocked off golf's top earners list for the first time in 13 years.
Through the Coca-Cola deal, in addition to an existing arrangement with AT&T, the Texan-born star now has two of the top 100 companies in the world as sponsors. His other major partners include Under Armour, Titleist, Rolex and NetJets.