From Amsterdam 1928 to LA28: Coca-Cola’s journey through Olympic history Set to celebrate 100 years of Olympic partnership, Coca-Cola will again present the Olympic Torch Relay, which will begin in the iconic Olympic city of Atlanta. Picture by IOC By Olympics.com The Olympic Games are returning to the United States in less than two years with LA28 , and the first official stop of the Olympic Torch Relay (OTR) is a nod to a place steeped in Olympic history: Atlanta . Atlanta, Georgia, was announced as the kick-off site for the OTR , which will weave its way through all 50 states in the lead-up to LA28. While the iconic city hosted the most recent Summer Games in the U.S. during Atlanta 1996 , it also has deep meaning to long-time Olympic partner Coca-Cola , a supporter of the OTR for over three decades. Atlanta has been home to Coca-Cola for 140 years. LA28 marks a historic anniversary for the brand, as it celebrates 100 years as an integral part of the Olympics, a century after coming on board as partner for Amsterdam 1928 . “For nearly 100 years, Coca-Cola and the Olympic Movement have shared a belief in the power of sport to bring people together,” said Henrique Braun, Chief Executive Officer, The Coca-Cola Company . “We’re proud to support the LA28 Olympic Torch Relay and help carry the spirit of the Games into communities across the country. The Torch is a symbol of connection and the shared experiences that unite us. As the journey to LA28 begins, it’s meaningful to welcome the flame to Atlanta, the hometown of Coca-Cola for nearly 140 years and a city with a deep connection to the Olympic legacy.” That partnership between the Olympics and Coca-Cola is the longest continuous collaboration in Olympic history , with the company serving as a founding partner of The Olympic Partner (TOP) programme in 1985. Coca-Cola: "The Olympic Torch Relay is when the party really starts for us" Coca-Cola extends youth empowerment programme through Olympics Picture by IOC A Coca-Cola bus during the Olympic Torch Relay ahead of the London 2012 Olympic Games. Nearly 40 years ago, Barcelona 1992 was a significant moment in the partnership as it was Coca-Cola's first time supporting the Olympic Torch Relay, the tradition that brings the Olympic flame from Ancient Greece to the host nation in the lead-up to the host city kicking off the Games. 1992 marked the first Torch Relay for Coca-Cola, an activation that has stayed alive ever since for the company. Coca-Cola is joined by JPMorganChase , as well as U.S. domestic partners. "The purpose of Coca-Cola is to refresh the world and make a difference, and there is no better platform than the Olympics to bring this to life," added Mickael Vinet , Vice President, Global Sports, Music and Entertainment Marketing and Partnerships for The Coca-Cola Company . He added: "Coca-Cola and the Olympics is a long-standing partnership built on trust. The Olympics are about optimism, unity, inclusivity, excellence, which are values that we deeply share within The Coca-Cola Company and ecosystem." The full route for the Olympic Torch Relay will be announced in 2027. Picture by Allsport Sponsor Services A neon signs of Olympic sponsor Coca Cola glows bright on a dark wall during the 1992 Olympic Games in Barcelona, Spain. 100 years of Coca-Cola and the Olympics Amsterdam 1928 marked a true beginning : that year, a bottling entrepreneur shipped 1,000 cases of the soda to Europe for the Games. Renewed through 2032, the partnership reflects the shared values of inclusion, resilience and the power of bringing people together. By London 1948 there were Coca-Cola stalls on site at the Games, as demonstrated by the historical photo below. Picture by Topical Press Agency/Hulton Archive/Getty Images A Coca-Cola stall at Wembley Stadium during the Olympic Games in London, August 1948. "Coca-Cola has always used the Olympics as a platform to accelerate" A century ago, the Olympic partnership meant a big move for Coca-Cola: it was all about taking the brand from America to the world, with the Games held in Amsterdam. Some 60-plus years later, 1992 also featured the coordinated campaign of launching Powerade as a global brand around the Barcelona Games. "Powerade is now one of the biggest global sports drinks in the world," said Tim Dignard , Coca-Cola’s Senior Director of Global Sports Partnerships and Operations, ahead of Paris 2024 . "So, throughout these nearly 100 years of partnership, Coca-Cola has always used the Olympics as a platform to accelerate, grow and drive our business forward." Picture by IOC The Olympic Torch Relay ahead of Rio 2016. Coca-Cola gears up for 100th anniversary at LA28 "LA28 will mean for Coca-Cola 100 years of partnership. I'm sure Coca-Cola will tap into this culture, entertainment, music history and heritage of LA to create magic in 28 for all the countries and all the global fans from around the world," said Vinet. "[Throughout the partnership], the company has evolved to serve the athletes, to serve the organisation, and the operation of the Games, as well as bring the Games to people around the world," he added. Stay tuned for more information on torchbearers and other activations in the coming months. Picture by Karen Li The Olympic Torch Relay ahead of the Vancouver 2010 Olympic Winter Games.
Curated by Taleb Kabbara · Source: www.olympics.com