Sports & Entertainment (2024)

Sport & Entertainment partnerships are part of the DNA of The Coca‑Cola Company

In 1900, Coca‑Cola signed its first celebrity endorsem*nt - the light opera & dance hall singer, Hilda Clark.Continuing the celebrity musical connection that has become so important to Coca‑Cola’s communication,the Metropolitan Opera diva Lillian Nordica appeared in Coca‑Cola’s first national magazine ad in 1905.

Longest standing partner of the Olympic Games

Starting with the 1928 Olympic Games in Amsterdam, Coca‑Cola has partnered on every event since, helping to bring the Olympic spirit to athletes, officials and fans around the world.

Explore

Proudly supporting the Paralympic Games

The Paralympic Games are the third largest sporting event in the world. Through our expanded relationship with the International Paralympic Committee, The Coca‑Cola Company continues supporting these elite athletes.

Promoting inclusivity and diversity through unique partnerships

Coca‑Cola has been a founding partner of Special Olympics since 1968. Through its consistent and global support of Special Olympics, Coca‑Cola has fostered acceptance and inclusion for millions of athletes and helped create a positive legacy.

NCAA

Coca‑Cola has been an Official NCAA Corporate Champion since 2002. Through this partnership we provide a direct, positive impact on the academic and developmental opportunities afforded to more than 460,000 NCAA student-athletes each year, while also helping fans everywhere share in the excitement of 90 different NCAA championships. In addition to emphasizing the role of athletics in higher education we also support NCAA youth clinics and interactive fan experiences.

Supporting local sporting events & organizations around the world

Around the world we partner with local sports events and organizations.

NASCAR

Coca‑Cola has been involved with stock car racing for more than 50 years and has been the official sparkling beverage of NASCAR since 1998. Our long-term partnership with NASCAR runs through the 2023 season. Additionally, we are proud to be represented by our Coca‑Cola Racing Family, an annual partnership with top drivers that represents the best of NASCAR racing.

Football

Our support of football is at all levels - from grassroots with the Copa Coca‑Cola, to 100+ Professional Football clubs, federations and National Teams. Our association with football dates back to the beginning of the last century and in 1958 the Company made its FIFA World Cup™ debut in Sweden.

Women's Football

Coca‑Cola has a longstanding history of championing women in sports both on and off the field. Since the inaugural tournament in 1991, Coca‑Cola has supported every FIFA Women’s World Cup™

Men's Football

In 1976, Coca‑Cola was one of the first sponsors to support FIFA's new global sponsorship project. Our partnership helped develop grassroots programs around the world while also providing FIFA with the necessary resources to make football the global game we know today.

FIFA World Cup™ Trophy Tour

Since 2006, Coca‑Cola has also traveled the world with the FIFA World Cup™ Trophy Tour by Coca‑Cola visiting hundreds of countries for the last 14 years and giving fans a chance to see the real FIFA trophy in person.

UEFA EURO 2020™

Coca‑Cola has enjoyed a long and fruitful partnership with UEFA, having first signed up to sponsor UEFA European football’s premier national team tournament in 1988. For the UEFA EURO 2020™, we will continue to share the joy of football with millions of fans, as well as our customers and partners.

National Team Partnerships

Coca‑Cola supports National Football Federations in many countries, including our 22-year partnership with the French Football Federation. Since 1981, Coca‑Cola has also been a global partner of the German Football Association.

Women's Football
Men's Football
FIFA World Cup™ Trophy Tour
UEFA EURO 2020™
National Team Partnerships

Connecting to consumer passions through music, gaming & movies

Since 1980, we have expanded our partnerships to support more consumer passions and entertainmentareas like music, gaming & movies. This is to meet our audiences desire for content and unique experiences. Here are a few examples:

Music: co*ke Studio

Since 2008, Coca‑Cola has created a signature music program in several countries featuring live studio-recorded music performances by established and emerging artists. It is the longest-running annual television music show in Pakistan. Most recently, co*ke Studio Sessions brought musical performances live-streamed from the homes of 100 artists around the world. The program aimed to refresh the world, one virtual performance at a time.

Gaming: Overwatch

Thanks to our partnership with Blizzard, we have rights to Overwatch (game) and Overwatch League. As our newest league partner, the Overwatch League brings the next generation of eSports and gaming to the Coca‑Cola family. Through 20 OWL teams, the Overwatch Contenders league, the Overwatch World Cup, BlizzCon, and multiple collegiate events, Overwatch provides a truly global and diverse experience for players and fans.

Movies

Coca‑Cola has always been an essential part of any movie experience both off and on the big screen. From the Times Square billboard featured in 1933’s King Kong to the co*ke advertisem*nt that triggers Eleven’s flashback in Netflix’s huge hit Stranger Things, Coca‑Cola has had a supporting role in many great TV shows and movies like James Bond and the Marvel movies (Avengers Endgame, Avengers Infinity War, Mini Marvel).