Coca-Cola and the Olympics: The Friendship of a Century

People appreciate about long-standing partnerships the routine. That being said, Coca-Cola’s partnership with a Chinese dairy giant may be perceived as controversial.

Highlights

• Historic Partnership: Coca-Cola teams up with Chinese dairy giant Mengniu, marking the first joint TOP Olympic partnership ever.

• Coca-Cola continues its 32-year tradition of selecting torchbearers and providing refreshments throughout the relay.

• The Olympics opening ceremony goes open-air for the first time, with Coca-Cola likely playing a major role in this unique Parisian event.

James Quincey, CEO of Coca-Cola (left); Thomas Bach, IOC President (center); Jeffrey Lu, CEO of Mengniu (right). Credit: Greg Martin/IOC

I’ve recently heard a celebrity complain about hosts introducing them by stating that no introduction is necessary. It may be a cliche, implying that a legend simply requires no introduction as their work and popularity speak for themselves. Cliche or not, I am inclined to say that Coca-Cola is one of those brands that is a statement on its own. There is hardly anything that can be said about the magnitude of the company’s success that would be revolutionary or groundbreaking in any shape or form.

To steer clear of repetition, we won’t talk much about the company itself. Instead, we will shift our focus on Coca-Cola’s century-old partnership with another force to be reckoned with - The Olympics. We already know that the 2024 Paris Olympics will enjoy the undivided attention of sports professionals and enthusiasts around the globe. Still, the Summer Games are bound to be more than a major sports event. 

The French do not kid around when it comes to a jaw-dropping spectacle, and we seem to be in for a first-ever outdoor opening ceremony on the Seine River. But what does Coca-Cola have in store as the oldest supporter of the Olympic Games? Let’s get a sneak peek at this year’s agenda.

Coca-Cola & Games: Trip Down the Memory Lane

You know how they say that friendships longer than a decade are friendships for life? In the case of The Olympics and the Coca-Cola Company, we are nearing a century of collaboration, making Coca-Cola the longest-standing corporate supporter of the Games. The friendship started back in 1928 during the Olympics in Amsterdam, when the American soft drink giant made its debut, providing 1,000 soda crates for the American team.