Coke lands as first sponsor for Olympic Consortium

The beverage giant, famous for TV commercials that teach the world to sing, is re-signing with the Canadian consortium after the 2010 Winter Olympics in Vancouver and making its largest-ever sponsorship for a non-domestic Summer Games.
Olympic Rings

Here’s some perfect harmony: Canada’s Olympic Broadcast Media Consortium has secured Coca Cola Canada as its first media sponsor for its London 2012 Olympics coverage.

The beverage giant, famous for TV commercials that teach the world to sing, is re-signing with the Canadian consortium after the 2010 Winter Olympics in Vancouver and making its largest-ever sponsorship for a non-domestic Summer Games.

“The Olympic Games provide a unique opportunity to engage Canadians across multiple media platforms, and we are very excited to work with the Consortium to bring the 2012 Summer Games to life for Canadians as we cheer our athletes to new heights,” Leeanne Comish, vice president of integrated marketing at Coca-Cola, said in a statement.

Olympics telecasts have always been a major target for advertisers because of their scale and the concentrated viewership over a two-week run.

For the 2010 Games, Coca Cola Canada anticipates a cross-platform campaign that focuses on beverage categories as diverse as sparkling, water and enhanced Water, sports drinks, juice and juice drinks, and hot and cold ready-to-drink tea.

“The breadth and depth of the Consortium’s assets and cross-platform approach provides an unparalleled integrated business solution, which we have customized to meet Coca-Cola’s core objectives for London 2012,” Nathalie Cook, vice-president of marketing and partnerships at Canada’s Olympic Broadcast Media Consortium said in her own statement.