ETSU reaches 10-year, $5 million agreement with Coca-Cola
Tuesday, June 10, 2008

JOHNSON CITY, Tenn. (June 10, 2008) - East Tennessee State University announced in a press conference Tuesday afternoon that it has reached a campus-wide agreement with Coca-Cola for exclusive pouring rights in excess of $5 million. The contract begins July 1.


This new 10-year agreement will help generate revenue across the ETSU campus. The university will receive revenue for academic scholarships, campus-wide marketing exposure, vending pouring rights, recycling programs, and student functions (for example, Welcome Back Move-In Day).  


"We are very pleased that Coca-Cola is providing, through this agreement, annual scholarship funding of $25,000 for 10 years - thus a total of $250,000," said ETSU Provost and Vice President for Academic Affairs Dr. Bert Bach. "This funding will provide much-needed scholarships for undergraduate and graduate students coming to ETSU."


The Buccaneers athletic program will also benefit greatly from the new contract, which will provide not only beverages for all ETSU athletic teams and administrative unit functions, but also increases in revenue for athletic marketing sponsorships, Buccaneer Sports Network sponsorships, and financial support for scoreboards in new athletic facilities.


"2007-08 was a record year for ETSU athletic marketing and sponsorship revenue," said ETSU Director of Intercollegiate Athletics Dave Mullins. "This new 10-year Coca-Cola partnership is a significant step in gaining even greater corporate financial support for all our athletic programs. We appreciate Coke's strong statement of their long-term commitment of nearly $2 million in cash and product to help us develop championship teams at ETSU."


Coca-Cola's history in the Johnson City market exceeds a century and the company's commitment to this long-term agreement speaks to its established relationship with ETSU and in the community. 


"East Tennessee State University is not only a great academic institution in the community but also a major contributor to our local economy," said Coca-Cola's Sales Center Manager Don Densmore. "As a result of our new 10-year agreement as the exclusive provider of nonalcoholic beverages campus-wide, Johnson City Coca-Cola Bottling Company's partnership with the University will provide additional resources to enhance the total university experience for its students, faculty, employees, and visitors."


Specific benefits of the deal - which will run from July 2008 to June 2018- include:


  • Coca-Cola products for use in ETSU's athletic training room, as well as within administrative support units such as the Buccaneer Athletic Scholarship Association's game day donor hospitality lounge, the office of Athletic Media Relations, and for other special athletics events.


  • $250,000 per year for exclusive vending commission  


  • $43,500 per year for athletic marketing exposure


  • $50,000 per year for athletic sponsorship funding (with 3% increase each year)


  • $20,000 per year for scoreboard sponsorships


  • $25,000 per year for scholarships


  • $15,000 per year value in university marketing exposure


  • Welcome Back Student functions and recycling programs


"We are looking forward to working with Coca-Cola," said Kevin Bostian, Director of Regional Advancement and Outside Sales for ETSU Athletics. "They have stepped up to the plate and supported ETSU Athletics in a big way. The partnership with Coca-Cola not only increases revenue dollars for the athletics department but provides an avenue for ETSU Athletics and Coca-Cola to cross-promote each brand in the community through various marketing mediums."


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