The Coca-Cola company has extended its 104-year-long relationship with the Olympic Movement through a new partnership agreement.
The international soft drinks giant signed a Joint TOP Partnership Agreement with the International Olympic Committee (IOC) and China Mengniu Dairy Company.
The new joint agreement has a 12-year term running through to the Olympic Games 2032, and includes unprecedented investment in traditional and digital media.
'Relevance & Stability'
IOC President Thomas Bach said that the long-term agreement is another demonstration of the “relevance and stability of the Olympic Games in these times of uncertainty”.
“Having our longest-standing partner, Coca-Cola, an iconic American brand, together with a young Chinese company, Mengniu, joining hands under the roof of our Worldwide TOP Programme is a great example of the unifying power of the Olympic spirit,” Back said.
Mengniu said that the partnership is crucial to its international expansion strategy, but that it is honoured to have been given the opportunity.
The Joint TOP agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games, as well as for the Youth Olympic Games.
© 2019 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click sign-up to subscribe to Checkout.
