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Coca-Cola and the Olympic Games
The company's international blitz began in 1926 when company
President Robert Woodruff signed Coca-Cola as a sponsor of the 1928
Olympic Summer Games in Amsterdam. The U.S. Olympic Team and 1,000 cases
of Coca-Cola arrived at the games by freighter. Since then, the
relationship between the Olympic Games and Coca-Cola has only grown!
Many Coca-Cola divisions around the world sponsor
individual athletes or teams as well.
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1928 was
also the first year the Olympic flame was lit, and women were invited to
compete.
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1952 --
The Summer Games in Helsinki - Coca-Cola shipped 300,000 cases of bottles
and donated it for sale by the Disabled Ex-servicemen's Association. -
1952 --
The Winter Games in Oslo - The local Coca-Cola bottler chartered a
helicopter for advertising. In 1952 most people had never seen
anything like a helicopter and they were utterly fascinated. At the close of
the games, the helicopter was given to the city to help direct traffic. -
1960 -- The
Summer Games in Rome - Italian bottlers welcomed athletes, officials and
spectators to Rome with a 45 rpm record of "Arrivederci Roma." -
1964 -- The
Summer Games in Tokyo - This marked the first year Coca-Cola aided the athletes,
spectators and media with guide maps, sightseeing information and a phrase book.
The idea was so popular, it was adapted for use in Mexico City, Sapporo (Japan)
and Munich. -
1979 -- The
Coca-Cola company worked with the Olympic Committee to create the U.S. Olympic
Hall of fame. -
1988 -- The
Winter Games in Calgary - Coca-Cola orchestrated a world children's chorus.
Also, Coca-Cola opened the venue for what would later be deemed the games
number-one spectator sport -- The Coca-Cola Official Olympic Pin Trading Center. -
1996 -- The
Summer Games in Atlanta - The
Games' centennial, as sole sponsor of the Olympic Torch Relay, Coca-Cola brought
the flame to more than 350 cities and towns during the 94-day run.
You may know someone who got to run with the flame! I was
fortunate enough to watch the flame's progress through Clark County, Indiana
into Louisville, Kentucky. I even got my picture taken with one of the runners,
as I held the torch!! AND I was there as the flame entered our nation's capital,
Washington, D.C. through Fairfax County, Virginia!
Olympic Commemorative Cans |
1928
![28 can](images/nls0071.gif) Amsterdam |
1948
![48 can](images/nls0072.gif) London |
1964
![64 can](images/nls0073.gif) Tokyo |
1992
![92 can](images/nls0074.gif) Barcelona |
1996
![96 can](images/nls0075.gif) Atlanta |
And their sponsorship continues ...
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