The Coca-Cola Co. has extended its partnership with the International Olympic Committee for another 12 years, making Coca-Cola the longest-continuous corporate supporter in the history of the Olympic Games.
Coca-Cola’s relationship with the Olympics began in 1928 and the new deal lengthens Coca-Cola’s role as the official soft drink of the Olympic Games through 2020. The new agreement begins in 2009.
The deal includes cash and in-kind services from Coca-Cola in support of athletes and teams in nearly 200 countries. In return, Coca-Cola gets exclusive marketing rights in the nonalcoholic beverages category and the use of the Olympic symbols and mascots in advertising and promotions. The new 12-year deal encompasses the Vancouver 2010 Winter Games, the London 2012 Games and the Games of 2014, 2016, 2018 and 2020.
The announcement came during a ceremony at the Great Wall of China and included the CEO of Coca-Cola, E. Neville Isdell, Jacques Rogge, president of the IOC as well as representatives of Olympic champions and Game hopefuls from around the world. Beijing will host the 2008 Olympic Games.
