Coca-Cola also proudly supports Olympic athletes through sponsorships, investment in youth sports programming and national Olympic teams. Coca-Cola Pin Trading Centres are also a fun tradition for fans attending the Games, helping to start new or build existing collections.

Coke has been sponsoring the Games since 1928. It agreed in 2019 to partner with China's Mengniu Dairy Company as beverage co-sponsors of the International Olympic Committee. The marketing agreement lasts until 2032 and is worth as much as $3 billion, the Financial Times reported.

American supermodel Gigi Hadid is cooking pasta and memories with her pals in a new Coke spot. Why? Because the carbonated beverage giant believes that food builds and fosters relationships, and makes meal moments magical.

The Beijing Games kicking off Friday mark the first Olympiad in which the joint sponsorship takes effect. The 12-year pact links Coca-Cola to a Chinese business whose largest shareholder is a state-owned food giant.

Coke has spent an estimated $70 million to be one of the top 12 Olympic sponsors - and perhaps $5 million to $15 million more sponsoring the controversial torch relay.

'Coca-Cola' is one of the top global sponsors of sport. The rationale for sponsoring international and local sporting events is that it is “a natural fit”. By matching the brand with world standard events 'Coca-Cola' benefits from the exposure and the associations made between it and the event being sponsored.

Coca-Cola is a global beverage producer with a number of brands falling under the Coca-Cola umbrella, including Coca-Cola, Sprite and Powerade. Coca-Cola is a major sponsor of several global sporting events including the Olympic Games and Fifa World Cup.

Bill Backer Bill Backer, the agency's creative director who coined the “Things Go Better With Coke” and “It's the Real Thing” jingles, was waiting on a flight to London in January 1971 when he scribbled down a few words on a napkin: “I'd like to buy the world a Coke and keep it company.”

The influencers are Rickey Thompson plus Jay and Sharon (US), The Dew Sisters (Asia), Yammy (Pan-Euro), Elsa Majimbo (Africa) and Dani Valle (Latin America). Other activities include an animated short, posters, experiential activations and TV spot running during March Madness in the US.

Sports & Entertainment

• Longest standing partner of the Olympic Games.
• Proudly supporting the Paralympic Games.
• Promoting inclusivity and diversity through unique partnerships.
• NCAA.
• Supporting local sporting events & organizations around the world​
• NASCAR.

So far, Coca-Cola has invested US $13 billion in China, established 45 factories and directly employed about 45,000 people.

Why does Olympic sponsorship matter? The Olympic Games represent a rare opportunity for companies with recognized world-class brands to improve their reputation among consumers not only in the countries that host these events, but also in their home markets and globally.