Marketing Magazine reported that Coca-Cola Canada is going back to the Olympics with Canada’s Olympic Broadcast Media Consortium.
The Consortium issued a release this afternoon announcing its first sponsorship agreement for the London 2012 Summer Games, a deal that gives Coke exclusivity in five beverage categories: sparkling (non-alcoholic), water and enhanced water, sports drinks, juice and juice drinks, and hot and cold ready-to-drink tea.
The deal doesn’t come as a surprise since Coca-Cola has been a global Olympic partner since 1928. However, the Consortium describes the deal as the largest “Canadian media sponsorship for Coca-Cola in a non-domestive Summer Games.”
Marketing picked the Consortium as its Media Player of the Year in 2010 in part for the sheer number of opportunities and contact points it provided to its sponsorship partners.
“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,” said Nathalie Cook, vice-president of marketing and partnerships, Canada’s Olympic Broadcast Media Consortium, in the release.