Sochi Sponsor Profile

TOP Sponsor — Coca-Cola
Official Soft Drink

TOP Sponsor - Coca-Cola

The Games’ Official Soft Drink, like many other Olympic sponsors, has a much lower profile around Sochi 2014 than it has had for previous Games. The primary focus of these Games is on in-country activation without the global leveraging the company is known for.

TV Ad Support

Coke has aired most of its Olympic-themed spots only in Russia, focusing on the Torch Relay.

The ads include a 45-second spot featuring Russian hockey player and NHL star Alexander Ovechkin touting Coke's Olympic Torch Relay Promotion offering consumers the opportunity to carry the torch. A holiday season spot promoting the sweepstakes showed the company's signature polar bear partaking in a torch relay around a family Christmas tree.

Collect a Collection of Bears

Digital/Social Leveraging   microsite

Coke has an Olympic microsite targeted primarily to the U.S. market, featuring sweepstakes, loyalty program rewards, U.S. Olympians and other content. http://theolympics.coca-cola.com

On-Site Activation/Presence

Coke has a brand showcase pavilion in Sochi along with experiential marketing activities in Moscow and St. Petersburg.

Much of its on-site activation has surrounded its role as Presenting Sponsor of the Torch Relay. Along the route, brand ambassadors greeted spectators from Coca-Cola trucks, handing out special cheering sticks, limited-edition Coca-Cola bottles and cans, flags and more.

Coke also activated in Russia with a torchbearer nomination campaign and a Moscow exhibition of past Olympic torches and memorabilia from the 1980 Moscow Games.

Athlete Partnerships

Coke’s sponsored athletes include Ovechkin, U.S. Olympians Amy Purdy, Evan Lysacek and Ted Ligety, as well as former Olympian Michelle Kwan.

Promotions

Coke is running a U.S. promotion in which four sweepstakes winners will receive an experience for four involving one of the Coca-Cola Team USA Olympic/Paralympic athletes. Each instant winner in the promotion will receive four pairs of Coke/Olympic-themed mittens. In addition, winners receive a $175 Visa Gift Card.

Coke also is running a promotion that allows My Coke Rewards users to redeem points for Olympic-themed merchandise.

Additional Notes

Coke created a musical anthem for Sochi 2014—as it did for London 2012 and FIFA World Cup 2010—enlisting Russian rapper Levan “L’One” Gorozia and a pop singer. Their collaboration is commemorated in a video on Coke’s Web site, but the song has not been widely promoted, as the previous anthems were.

TOP Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Atos
Coca-Cola
Dow
GE
McDonald's
Omega
Panasonic
Procter & Gamble
Samsung
Visa

USOC Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

AT&T
BMW
BP
Budweiser
Chobani
Citi
Kellogg's
Liberty Mutual
Nike
Ralph Lauren
TD Ameritrade
The J.M. Smucker Co.
United Airlines

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