The beverage company will supply all 20 participating teams with its leading sports drink Powerade at the Tournament which kicks-off in France on September 7.
The announcement continues Coca-Cola’s strong association with rugby. In addition to being appointed as an Official Supplier for Rugby World Cup 2007, Coca-Cola’s Powerade brand is the official sports drink of the Australia, England, Ireland, New Zealand and Wales Test teams.
“Rugby World Cup Limited is delighted that Coca-Cola and its brand Powerade have joined the impressive portfolio of Official Suppliers for Rugby World Cup 2007. The appointment of a world leader in the beverage company field not only continues a relationship with Coca-Cola that stretches back to RWC 1995, but further enhances the enormous prestige and attraction of Rugby World Cup as a major event on the global sporting calendar,” said International Rugby Board Chairman, Dr Syd Millar.
“This partnership with Rugby World Cup 2007 is part of our long term association with Rugby. The Tournament represents a fantastic opportunity for our Powerade brand to further enhance its image and reputation as a sports drink at what is one of the world’s biggest sporting events,” said Christian Polge, President Coca-Cola France.
The Rugby World Cup 2007 commercial programme now incorporates six Worldwide Partners: Visa International, EDF, Peugeot, GMF, Société Générale and SNCF; Official Sponsors – Heineken, Vediorbis, Capgemini, Orange, Toshiba and Emirates; and Official Suppliers – Gilbert, adidas and now Coca-Cola.
