Soda giant paying $70 million over three years

LONDON — ITV has bucked the U.K.’s downward advertising trend and signed a three-year £50 million ($70 million) sponsorship deal with Coca-Cola for the network’s Premier League soccer highlights show.

The deal is the biggest of its kind in British TV history and reflects the ever-growing importance of soccer programming in the market.

ITV, the U.K.’s biggest commercial web, paid $252.5 million for the rights to the highlights for three years in an auction last year.

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