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Head of Global Sponsorships of Coca Cola
Multi-Sport
Sponsorship & Marketing

Three leading brands from The Olympic Partner Programme have described the challenges they have faced as a consequence of the postponement of the Tokyo 2020 Olympics and how they have adapted their activation plans. Ben Cronin reports.
Multi-Sport
Sponsorship & Marketing

Ricardo Fort, who as Coca-Cola vice-president of global sports partnerships oversees one of the largest sports sponsorship portfolios in the entire world, discusses the impact of the Covid-19 pandemic and the prospects of recovery.
Football
Sponsorship & Marketing

Coca-Cola GB’s three-and-a-half-year deal with the Premier League is the largest sponsorship deal the UK branch of the company has ever signed and the first it will activate across its entire portfolio. Ben Cronin examines why the brand is partnering with the league and what it means for the Premier League’s multi-sponsor approach.

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Motorsport
Sponsorship & Marketing

The National Hot Rod Association is taking legal action against Coca-Cola after the global soft drinks brand allegedly called time early on its title sponsorship of the NHRA Mello Yello Drag Racing Series
Baseball
Sponsorship & Marketing

Major League Baseball will be without a sponsor in the soft drinks category after multinational giant Coca-Cola opted not to renew its national-level deal with the league
Football
Sponsorship & Marketing

Coca-Cola’s modest investment in the title rights to Italy’s 2019 Supercoppa appears to have been so successful that the US beverage company is in advanced negotiations for a deal covering the country’s main domestic cup, the Coppa Italia.
Ice Hockey
Sponsorship & Marketing

The Philadelphia Flyers and the Wells Fargo Center have signed a multi-year partnership with Coca-Cola, which will become the official beverage partner of the National Hockey League team and its venue