The Coca-Cola Company and China Mengniu Dairy Company Ltd have signed a 12-year partnership with The International Olympic Committee (IOC).
The soft drinks giant signed a Joint TOP Partnership Agreement that will see the non-alcoholic beverage and dairy brands merged into one category and also brings Mengniu into the WorldWide TOP Partners.
“We are honoured and privileged to be a part of the Olympic Movement that makes it possible for athletes from all over the world to come together to represent their nations, pursue their dreams and be a part of history. A lot has changed since we sold the first Coca-Cola at an Olympic event in 1928. With a fresh approach to our business and to our sponsorship, we are proud to join with Mengniu to promote and celebrate future Olympic Games,” James Quincey, chairman and CEO of The Coca-Cola Company, said.
The Coca-Cola Company is the Olympic’s longest brand partner, continuing its 104-year-long relationship with the event.
“This long-term agreement is another demonstration of the relevance and stability of the Olympic Games in these times of uncertainty,” IOC president Thomas Bach said.
“Having our longest-standing partner, Coca-Cola, an iconic American brand, together with a young Chinese company, Mengniu, joining hands under the roof of our Worldwide TOP Programme is a great example of the unifying power of the Olympic spirit. This partnership will give another dimension to the promotion of the Olympic values around the world.”
Mengniu is the first Chinese fast-moving consumer goods company to become a TOP Partner. The deal will support the company’s international expansion plans to become one of the top dairy producers in the world by 2025.
“Membership of the TOP Programme will act as a catalyst for Mengniu to grow around the world. This is a vital step in our international strategy, and we are honoured to have the opportunity to build the positive reputation of Chinese food and beverage brands among consumers globally. As a Worldwide TOP Partner, we look forward to using the unrivalled platform of the Olympic Games to promote health and joy to Olympians and fans alike,” Jeffrey Lu, CEO and executive director of Mengniu, said.
The new Joint TOP agreement will cover the Olympic Winter Games 2022 in Beijing, the Olympic Games 2024 in Paris, the Olympic Winter Games 2026, the Olympic Games 2028 in Los Angeles, and the Olympic Games 2030 and 2032.
The joint agreement also includes marketing rights for the International Paralympic Committee (IPC), Paralympic Games and the Youth Olympic Games.