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Olympic Games Timeline

Coca-Cola has long supported and shared in the growth and evolution of the Olympic Games. Our relationship began when a ship delivered the US Olympic Team and 1,000 cases of Coca-Cola to the Amsterdam 1928 Olympic Games. More recently, in August 2005, Coca-Cola and the International Olympic Committee announced the renewal of our partnership for 12 additional years, lengthening the role of Coca-Cola as a Worldwide Olympic Partner from 2009 through to 2020 - a deal that extends our global support of the Olympic Games to 92 years without interruption.

Why Does Coca-Cola Sponsor the Olympic Games?

Coca-Cola has supported the Olympic Games since 1928, making us the longest continuous supporter of the Olympic Movement. We are a business, and so part of the reason for our sponsorship is to build awareness for our brands and the wide choice of quality and refreshing drinks we offer consumers. We sell a range of drinks at all Olympic venues during the events. Coca-Cola also shares the Olympic Movement's vision of connecting people with sport, and we are committed to promoting active, healthy lifestyles and increasing participation in sport at every level.

London 2012 in the West Midlands

The Olympic Games is the World’s largest event - and the Paralympics is the World’s second largest event - bigger than any other event in sport or culture 10.5 million tickets are sold and there is a 6 billion worldwide audience. 20 million people are expected to come to the UK for the London 2012 Olympic and Paralympic Games, therefore there are a lot of opportunities for tourism, travel and driving retail expenditure. The Olympic and Paralympic Games is not just about London, it’s an opportunity for every major customer and city across the UK as visitors explore what the UK has to offer.

The Olympic Torch Relay in the West Midlands

The Olympic Torch Relay is coming to the UK and Coca-Cola is a Presenting Partner of this exciting event. The OTR will travel within 10 miles of 95% of the UK population across 70 days. The Olympic Flame will be lit from the heat of the sun in Olympia and will travel around Greece for seven days. It will then be brought to the UK and the London 2012 Olympic Torch Relay will start at Land’s End, Cornwall on the morning of 19th May, 2012. The Olympic Flame is expected to travel an estimated 8,000 miles around the UK, celebrating thousands of communities and individuals as the Olympic Flame comes to a place near them. The Olympic Flame will then arrive at the Olympic Stadium on 27th July, 2012 for the lighting of the cauldron at the Opening Ceremony, signifying the start of the London 2012 Olympic Games.

Evening Celebrations are taking place in the following West Midlands Cities:

Nottingham Thursday 28 June Derby

Friday 29 June

Birmingham Saturday 30 June Coventry Leicester

Sunday 1 July Monday 2 July

You can find out more information on the 2012 Olympic Games at the following websites:

As a local business, selling global soft drinks brands, we know satisfied customers are key to our success. If you would like to find out more about Coca-Cola Enterprises and the 2012 Olympics please come along to our event on 10th December at the ICC, Birmingham at 10am. To secure your place please R.S.V.P to James Moore on 07980766514 or e-mail by Friday 2nd December.


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