(Photo: The Belem carrying the Olympic flame is accompanied by other boats approaching Marseille. Image provided by IOC Media).
As we approach the Paris 2024 Olympic Games, the Worldwide Olympic Partners are preparing to play a crucial role in making the Games successful. The Coca-Cola Company, the longest-standing partner of the Olympic Movement, is all set to make the celebration across France a grand success as the Olympic flame arrives in Marseille on May 8th.
The partnership between The Coca-Cola Company and the Olympic Movement is unique, with a history spanning nearly 100 years, dating back to Amsterdam in 1928. The first Olympic Games in Amsterdam marked the introduction of Coca-Cola products from America to the Netherlands, making them available to the athletes, fans, and everyone experiencing the Games. This marked the beginning of international expansion, with the Olympics evolving into a global movement and Coca-Cola establishing itself as a global brand.
Over the years, the approach and activation of the Games have changed, but the partnership’s core has always been based on shared values and beliefs in the power of sport and unifying people. Both The Coca-Cola Company and the Olympic Movement are global brands present in nearly 200 countries, and they have always used the Olympics as a platform to accelerate business growth and drive forward agendas like sustainability, innovation, and marketing activations.
One example is Barcelona in 1992 when The Coca-Cola Company launched Powerade as a global sports brand. Today, Powerade is one of the most extensive global sports drinks. In summary, the partnership with the Olympic Movement has always been about accelerating business growth, promoting the Olympics, and getting everyone ready for the Games.
Source: IOC media
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