"The contribution of Coca-Cola to the Olympic movement has always been the model of a true partnership," crooned a moist-eyed Jacques Rogge, president of the International Olympic Committee. "This is a natural partnership that we hold most dearly."
'Most dearly' seems an appropriate phrase, given that Coke had just inked a deal to extend its patronage of the Games for an unparalleled twelve years from 2009. And just one four-year Olympic sponsorship retails for upward of $65 million (€53.3m; £36.7m).
Harmonized Coca-Cola ceo E Neville Isdell (all together now): "Our investment in the Olympic Games underscores our faith in the Games and how they continue to make our world a little bit better."
The IOC's premier global sponsorship package - The Olympic Partners, known as TOP - can cost up to $75m with all the bells and whistles.
The Coke deal, signed Monday atop the Great Wall in Beijing, covers the 2010 Winter Olympics in Vancouver, Canada; the 2012 Summer Games in London; and the games of 2014, 2016, 2018 and 2020.
Other TOP sponsors for 2010 and 2012 are Visa, McDonald's and General Electric - all US headquartered. The sole exception is French IT services multinational Atos Origin.
Data sourced from USA Today Online; additional content by WARC staff