Why does Coca‑Cola support the Olympic games? (2024)

FAQs

Why does Coca‑Cola support the Olympic games? ›

We seek to be aligned with the things that people care about and, year after year, our fans tell us that they are passionate about sports and the world's pinnacle sporting event, the Olympic Games.

We like to support things our consumers care about. Our consumers tell us they're passionate about sports —and especially the world's pinnacle sporting event, the Olympic Games.

The Coca‑Cola Foundation has a history of supporting immediate relief efforts for those impacted by cyclones, hurricanes, earthquakes, droughts, and more.

Olympic sponsorship is a crucial part of Coca-Cola's marketing strategy because it allows them to reach a global audience. By associating their brand with the Olympics, Coca-Cola can enhance their brand image and create positive associations with sports, health, and teamwork.

'Coca-Cola' is one of the top global sponsors of sport. The rationale for sponsoring international and local sporting events is that it is “a natural fit”. By matching the brand with world standard events 'Coca-Cola' benefits from the exposure and the associations made between it and the event being sponsored.

Sources pegged the annual sponsorship cost at around $93M (all figures U.S.), which allows Coca-Cola to “promote the world's most talked-about sporting event, all over the world, while generating priceless advertising opportunities for itself.” The company also is one of two official sponsors of the Olympic torch relay ...

The Coca-Cola Company is the longest-standing partner of the Olympic Movement, having supported every edition of the Olympic Games since 1928. Coca-Cola has also been a proud partner of the Olympic Torch Relay for more than two decades, and was a founding member of The Olympic Partner (TOP) Programme.

The name refers to two of its original ingredients: coca leaves and kola nuts (a source of caffeine). The current formula of Coca-Cola remains a trade secret; however, a variety of reported recipes and experimental recreations have been published.

Since its inception in 1984, the Foundation has awarded more than $1.5 billion in grants to support sustainable community initiatives —from water to women's empowerment, from community recycling to wellbeing—around the world.

On May 8, 1886, Dr. John Pemberton served the world's first Coca‑Cola at Jacobs' Pharmacy in Atlanta, Ga. From that one iconic drink, we've evolved into a total beverage company.

Why is sponsorship important to the Olympic Games? ›

Sponsorship, or partnering, between global brands and the Olympics is a funding source for the event and at the same time, a marketing platform for brands.

Big sip: One soda brand was unrivaled in terms of number of sports sponsorships in 2023, and also topped the list in terms of deals in other entertainment categories. That brand? Coca-Cola, which clocked 938 deals with global sports properties this year, according to SponsorUnited.

Why Sponsor? Brand your company as a strong corporate citizen in the community. Special Olympics has 95% brand recognition within the U.S.

In its role as a Worldwide Partner of the Olympic and Paralympic Games and Presenting Partner of the Paris 2024 Olympic Torch Relay, Coca-Cola will refresh athletes, officials, and spectators with its wide product portfolio of beverages during Paris 2024, with additional online and on-the-ground activations also set to ...

Coca-Cola's marketing extends beyond its products. The brand is widely associated with major sporting events, such as the FIFA World Cup and the Olympics. These sponsorships allow Coca-Cola to align itself with global celebrations, further solidifying its position as a beverage that brings people together.

Advertising is about maintaining your brand's share of the market and growing it. If Coca-Cola stopped advertising while keeping the product in full supply, would people eventually stop drinking it? People do as their environment tells them to do.

“The Olympics sponsorship program provides an exclusive opportunity for companies to showcase their expertise and products on a global stage through their involvement in delivery of the games,” Benjamin Seeley, head of marketing communications at the International Olympic Committee, tells The Current.

Coca-Cola sponsored the 1936 Games, which were followed by a 12-year hiatus surrounding World War II. The Olympic Games resumed in 1948 in London.

The International Olympic Committee (IOC) today announced that AB InBev, the world's leading brewer, will become a Worldwide Olympic Partner (TOP Partner) through to 2028.