Coke Extends Olympic Games Sponsorship

ATLANTA In a ceremony at the Great Wall of China yesterday, Coca-Cola said it has renewed its sponsorship of the Olympic Games through 2020.

The agreement requires an undisclosed cash payment from the Atlanta soft drink giant to the International Olympic Committee, which organizes the event, and in-kind services from the company. In return, Coke retains its exclusive marketing rights for non-alcoholic beverages at the events and can use the Olympic symbols and mascots in its advertising.

Coke has been a corporate sponsor of every Olympic Games since 1928, longer than any other company.

“The Olympic Games would not be where they are today and so many athletes over the years could not have competed in the Games without the extensive corporate support pioneered by Coca-Cola as our longest continuous partner,” said Jacques Rogge, president of the IOC.

The Olympic Games will be held in Beijing in 2008.