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Coca-Cola to sponsor World Cup with Bell Media

Coca-Cola has signed a sponsorship agreement with Bell Media regarding the 2018 FIFA World Cup soccer tournament. The event will take place in Russia beginning June 14 and will be broadcast in Canada on CTV, TSN and RDS. Coca-Cola will be the title sponsor of the tournament's halftime shows. The agreement also includes product integration for a number of the company's brands, as well as digital and social media components. The brands that will be promoted through this sponsorship include Coca-Cola, Coca-Cola Zero Sugar, Simply Orange Juice and Powerade Zero.

"A highly anticipated event this summer, the 2018 FIFA World Cup Russia provides the perfect platform to highlight and celebrate the Coca-Cola brand," said Stewart Johnston, president of media sales, marketing and TSN at Bell Media. "With a custom campaign extending across our three most-watched networks, we look forward to bringing Canadian viewers and Coca-Cola together."

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