(ATR) Coca – Cola chair and CEO Muhtar Kent will be an important influencer among the world of Olympic sponsors – – and potential sponsors weighing the risks and benefits.
The Coca-Cola experience in Sochi will be a barometer of the value of Olympic sponsorships and whether it’s worth it for Coke as it thinks about renewing past 2020. Coke likes long-term deals, and is the only worldwide sponsor committed through the 2020 Games.
Kent, 61, has been an enthusiastic supporter of Coca-Cola’s Olympic sponsorship throughout his tenure during the past eight years, including running with the Olympic torch. Coca-Cola, a presenting partner for the Sochi 2014 Olympic Torch Relay, needs to decide whether it will take part in the relay for the 2016 Olympics in Rio de Janeiro. Big dreams from Rio organizers to bring the Olympic flame across South America as well as Brazil will require big bucks from sponsors.
Reported by Ed Hula
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