Coca-Cola extends Olympic sponsorship

by FoodBusinessNews.net Staff
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BEIJING — In a ceremony at the Great Wall of China, The Coca-Cola Co. and the International Olympic Committee (I.O.C.) announced the renewal of their partnership for another 12 years.

This latest renewal of the partnership begins in 2009 and lengthens the role of Coca-Cola as Official Soft Drink of the Olympic Games through 2020.

The deal also effectively extends the partnership of Coca-Cola and the Olympic Movement — a relationship that began in 1928 — to 92 years without interruption.

Making the announcement Monday evening at the Great Wall were Jacques Rogge, president of the I.O.C., and E. Neville Isdell, chairman and chief executive officer, The Coca-Cola Co.

More than 90% of the Coca-Cola system’s sponsorship support of the Olympic Games goes to help athletes train and compete, as well as to help stage the Games.

The commitment also includes cash and in-kind services from The Coca-Cola Co. in support of athletes and teams in nearly 200 countries. In return, the company maintains exclusive marketing rights in the nonalcoholic beverages category and use of the Olympic symbols and mascots in advertising and promotional activity.

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