Coca-Cola's road to Rio 2016

This event report outlines how Coca-Cola's sponsorship programs of the Olympics has evolved since 2008 – and the main issues shaping the company's thinking before the 2016 Games in Brazil.

Coca-Cola's road to Rio 2016

Stephen WhitesideWarc

The speed of digitally driven change means that few marketers know what tomorrow might bring.

In one sense, Thierry Borra does not have that problem. "Tomorrow is Rio," he told delegates at IEG's 2015 Sponsorship conference in Chicago. "Rio 2016: the Olympics."

But in another sense, the Coca-Cola Company's director/Olympic Games management has a far larger hurdle to jump: mapping out how the firm should tap its status as a global partner of the iconic event as digital media increasingly allows rival brands to grab some vicarious sporting glory.

"The reality is...

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