How about this for an idea?
You make space for 16 advertising boards around the pitch - one for each outfield player in the starting 11 or on the bench. Each player corresponds to one company's ad. If you pay the most, you get Sergio, Carlos or Edin. If you pay the 10th most you get the outfield starter least likely to score (Nasti, Clichy). If you pay the least, you get the outfield sub least likely to come on/score (Sinclair). It's an open auction.
If you're Coca Cola and Tevez scores, he has to run over to your advertisement board and point at it when he scores, maybe even sit down beside it and smile while enjoying a sip of a cold one before getting back on with the game.