Why does Coca‑Cola sponsor the Olympic Games?

As the longest continuous sponsor of the Olympic Movement we share many of the Olympic values – participation, friendship, excellence and respect, and we are proud to be supporting London 2012.

We are a business and our role as official soft drinks provider enables us to showcase the range of drinks we offer and sell these at the Olympic and Paralympic Games. However, this is just one of the reasons we sponsor the Games.

Our sponsorship is rooted in celebration and participation, which allows us to build deeper relationships with the people who enjoy our products. Though our sponsorship of London 2012 we are giving people the once in a lifetime opportunity to carry the Olympic Flame, and our VIP ticket promotions have given thousands more the chance to share in the magic of the Games.

We recognise that attitudes to sponsorship have changed and we want to understand more about the social value our sponsorship brings. This is why we have been working with independent think tank Demos to create a new model of sponsorship evaluation that looks to quantify the social impact of sponsorship activity. We have pledged to measure our sponsorship of London 2012 against this model, which will allow us to see what we do well, where we need to improve and how we can apply this knowledge to our future sponsorship and marketing activity.