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  • Coca-Cola Shares Olympic City, Torch Relay Marketing -- Sponsor Spotlight


    05/21/16

    (ATR) Coca-Cola is beginning to capture the Olympic momentum.

    James Williams in Coca-Cola Brazil headquarters (ATR)
    With less than 80 days until the Games the TOP Sponsor is beginning to grow its Olympic activation. To do so, the company using the Torch Relay to activate all over Brazil, while preparing for a unique effort in the Olympic city.

    Coca-Cola Marketing Director James Williams sat down with Around the Rings to discuss how Coca-Cola will present itself in Rio de Janeiro during the Games, and how it plans to keep momentum going during all 95 days of the Olympic Torch Relay.

    "Brazil is an awfully large country that takes a long time to build that momentum," Williams said to ATR. "Our activations are still building and if anything I think we are doing a bit more of activations at Games time than we’ve done previously."

    During the Games, Coca-Cola will take their main activation area to the newly-renovated Porto Maravilha in the city's downtown area. It is the first time the company has moved the main area outside of the Olympic Park, although Coca-Cola will still maintain its presence in the park. 

    Click here to read the full story.

    For the Torch Relay, the soft drink company is relying on three major things: local stories, the remoteness of Brazil, and a giant polar bear in the tropics. Williams says a 95 day cross-country journey was intimidating, but nothing Coca-Cola hadn't done before.

    Click here to read the full story.


    Bridgestone Americas Partners with U.S. Paralympics

    US Paralympian Tatyana McFadden at the Bridgestone 100 Days to Rio 2016 event (Getty Images)
    The Bridgestone Americas division of the Olympic TOP sponsor tire company has signed an eight year deal with U.S. Paralympics, a division of the United States Olympic Committee.

    Bridgestone Americas will support the U.S. Paralympic athletes on their quest for gold at the Rio 2016 Games this August through the 2024 Summer Games.

    “Bridgestone shares a common set of values with the Olympic and Paralympic movements, and shares a passion for performance with the incredible athletes and para-athletes that are the driving force of the Olympic and Paralympic Games,” said Bridgestone Americas executive vice president Christine Karbowiak.  

    The Bridgestone parent company headquartered in Tokyo, Japan is also a Gold Partner of the Tokyo 2020 Games and an IOC TOP sponsor through the 2024 Games. The host city of the 2024 Summer Olympics will be determined at the 2017 IOC Session in Lima, Peru.

    1996 Legacy Gets Hometown Grant

    Coca-Cola is marking its 130th anniversary by giving a $1.8 million grant to Atlanta’s Centennial Olympic Park District.

    The gift, made through The Coca-Cola Foundation, will support five organizations in and around the Olympic Park.

    More than half of the money, $1 million, is earmarked for the Georgia World Congress Authority for the expansion of green space and updates to facilities within the park.

    Coca-Cola Chairman and CEO Muhtar Kent, in announcing the gift, said "There is no better way to celebrate 130 years of Coca-Cola than to give back to our hometown. While Atlanta has always been and will always be Coca-Cola's home, the Centennial Olympic Park District is our neighborhood. For decades, we have continued to invest in improving the area around our headquarters to support the continued growth of tourism, business and residences right here in our backyard."

    Written by Aaron Bauer, Gerard Farek and Kevin Nutley.

    For general comments or questions,
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    20 Years at #1: Your best source of news about the Olympics is AroundTheRings.com, for subscribers only.