Coca-Cola

The Coca-Cola Co. is poised to acquire a controlling stake in sports drink brand BodyArmor. The move comes after Coca-Cola invested $300m in BodyArmor in August 2018, which valued the company at $2bn.

Brazilian sports marketer Ricardo Fort has quit his role as the head of global sponsorship at The Coca-Cola Company to set up his own consultancy, Sport by Fort

McLaren Racing has renewed soft drink multinational Coca-Cola’s sponsorship of its Formula 1 team. The brand first sponsored the team in 2018 and this will now extend into the upcoming 2021 season.

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

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.

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

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.

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.

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

Chinese dairy products company Inner Mongolia Yili Industrial Group has threatened to pull out of sponsoring the 2022 Winter Olympics in Beijing due to a dispute with rival firm China Mengniu Dairy

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.