The first phase of Coca-Cola s £50m sponsorship of ITV1's new Premiership football coverage kicks off this week, with footballers' family' ads. Launching during Goal Rush and continuing through Saturday evening's football programmes, ads will feature the families of 20 Premiership footballers ­ one from each club; a different one every week. First off the touchline is Leicester City's Robbie Savage. Charlotte Oades, marketing director of Coca-Cola GB and Ireland, said the family and football combination was a natural progression for the drinks brand. {{NEWS }}