DHL, Tudor Sign on with World Rugby - Sponsor Spotlight:

Also: Coca-Cola exec says the company is managing Tokyo 2020 "roller coaster"; Nabisco supports Team USA 

(ATR) World Rugby welcomed its first two partners for Rugby World Cup Sevens 2022 this week.

DHL will be the Official Logistic Partner and Tudor will be Official Timekeeper as both extend their respective partnerships ahead of the eighth edition of the tournament.

The three-day event will feature 24 national men’s teams and 16 national women’s team competing in Cape Town, South Africa.

"We are delighted to have two great supporters of rugby, DHL and Tudor, as a Global Partner and Official Sponsor for Rugby World Cup Sevens 2022. Like us, they are passionate about the power of sevens to engage and inspire new audiences to get into rugby and there is no better backdrop that the magnificent Cape Town Stadium. We are excited about bringing our world championship to Africa for the first time," said World Rugby Chief Executive Alan Gilpin in a statement.

The federation hopes to build on the success of the last tournament held in 2018 in San Francisco, California, which set a new attendance record of 100,000 over the three days.

Coca-Cola Managing Tokyo 2020 'Roller Coaster'

Coca-Cola is adapting its Olympic business model and activation strategies like never before.

Navigating the daily uncertainties and cultivating new relationships during a pandemic has been an unprecedented challenge for the worldwide Olympic Sponsor and International Olympic Committee partner since 1928.

Coca-Cola general manager and vice-president for the Tokyo 2020 Olympic and Paralympic Games James Williams stresses the necessity for the Atlanta-based soft drink giant to "test and learn" and frequently "pivot" during these times.

"It has been a massive roller coaster – it has been tough on people and it’s just about learning to evolve," Williams told media during a conference call on Tuesday.

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Nabisco, Team USA Partnership

Nabisco will urge fans to "Snack Together. Win Together" this summer as the official cookie and cracker sponsor of Team USA.

The maker of OREO, RITZ, belVita and Chips Ahoy! will produce a campaign for the Olympics and Paralympics that will include digital creative, limited-edition product offerings and a consumer promotion.

Three Team USA hopefuls have joined Nabisco in the partnership including Simone Biles, the world's most decorated female gymnast; Tom Schaar, Olympic hopeful and national team member; and Melissa Stockwell, a two-time Paralympian, medalist, and former U.S. Army officer.

"Our brands are catalysts for creating connections and togetherness is our sport. After a year largely spent apart, we are proud to be a part of this shared moment, rallying friends and families across the nation to celebrate, snack and cheer on Team USA together – even if only virtually," said Rachel Lawson, Associate Director Scale Consumer and Retail Engagement for Mondelēz International.

Homepage photo: World Rugby

Written by Gerard Farekand Brian Pinelli

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