Exclusive product or service category: Non-alcoholic beverages

Coca-Cola, as the world’s leading manufacturer, marketer and distributor of non-alcoholic beverages, have sponsored the Olympic Games since 1928, making its marketing debut at the event in Amsterdam. In 2019, the drinks company and the IOC extended their agreement until 2032, increasing it to an historic 104-year partnership. Coca Cola are tasked with refreshing athletes, officials and spectators with its beverages during the course of the Olympic Games. In addition to its long-standing partnership with the IOC, Coca-Cola has partnered up with all 205 National Olympic Committees and teams. In August 2020, the International Paralympic Committee (IPC) unveiled Coca-Cola as a new worldwide partner until 2032. It follows an agreement between the IPC and IOC from 2018 that all top-tier Olympic partners would automatically become sponsors of the Paralympics as well.

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