Coca-Cola says it is confident the health debate will not impact on how it can sponsor the 2012 London Olympics. It follows the announcement of a deal to extend its partnership with the games until after 2020.
It brings Coca-Cola’s partnership with the Olympics to 92 years, having sponsored consecutive games since 1928.
Experts believe new laws restricting how food and drink brands are marketed to children could be in place by 2012, impacting on sponsorship of the games (The Grocer, July 16, p76).
However, Steve Cumming, head of sponsorship at Coca-Cola GB, said: “I don’t see there will be any regulations with soft drinks by 2012. However, there is
still a huge responsibility for every company and brand to communicate responsibly.”
The drinks giant will use the games to support a variety of brands with tailored sponsorships, he said.
It brings Coca-Cola’s partnership with the Olympics to 92 years, having sponsored consecutive games since 1928.
Experts believe new laws restricting how food and drink brands are marketed to children could be in place by 2012, impacting on sponsorship of the games (The Grocer, July 16, p76).
However, Steve Cumming, head of sponsorship at Coca-Cola GB, said: “I don’t see there will be any regulations with soft drinks by 2012. However, there is
still a huge responsibility for every company and brand to communicate responsibly.”
The drinks giant will use the games to support a variety of brands with tailored sponsorships, he said.
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