Coke’s Cumming Quits For Diageo

Steve Cumming, the experienced head of sponsorship at Coca-Cola, is quitting the
soft drinks firm to head up Diageo’s global sponsorship department.

Cumming, who takes up his post as global sponsorship director in August, will
have responsibility for the global sponsorship strategy of all Diageo’s vast
array of brands including Guinness, Smirnoff, Red Stripe, and Johnnie Walker
whiskey.

Cumming has been head of sponsorship at Coca-Cola GB since 2004 working on
the title sponsorship of the Football League and the endorsement deal with Wayne
Rooney amongst an array of associations.

His remit included UK sponsorship strategy for the main Coke brand as well as
Powerade, Fanta and Schweppes.

Prior to joining Coca-Cola, Cumming spent nine years in the marketing
department of Carlsberg latterly managing the ties with the Football Association
and Liverpool FC.