Unprecedented broadcast coverage and digital innovation to connect fans around the world to the magic of Tokyo 2020

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 

Coca-Cola Managing Tokyo 2020 'Roller Coaster'

(ATR) The TOP sponsor is adapting its Olympic business model and activation strategies like never before.

An Open Letter to Lord Sebastian Coe, a World Athletics Potential Proposal

Coca-Cola and Special Olympics Sign Extension - Sponsor Spotlight

Also: USA Triathlon renews with HotelPlanner; Global Esports Federation powers up with JuiceBar

Coca-Cola Teams With World Table Tennis -- Sponsor Spotlight

Also: World Triathlon and Infront sign long-term extension

Coca-Cola becomes first-ever WTT partner

Coca-Cola to Drop About Half Its Drinks Brands -- Sponsor Spotlight

Also: 2022 Commonwealth Games land IT provider; USA Triathlon, FIS renew separate partnerships

Beijing 2022 Signs 34th Corporate Partner -- Sponsor Spotlight

Also: Coca-Cola joins roster of World Paralympic Partners; Local company BBVA USA joins The World Games 2022 Birmingham

The IPC and Coca-Cola Company announce Worldwide Paralympic Partnership

Coca-Cola Announces Layoffs -- Sponsor Spotlight

Also: Cyprus Olympic Committee athlete sponsorship program reaches it goal.

ATR Extra - Embrace Ideals of Event, Sport or Organization You Sponsor

Four ways sponsors can strengthen bonds with their properties ... 

TOP Sponsors Hit Hard by Pandemic

(ATR) The companies at the highest level of Olympic sponsorship are almost all taking significant losses. 

Tokyo 2020 Adds Domestic Deals -- Sponsor Spotlight

Also: Coca-Cola supporting Olympic boxing qualifier in Jordan; FIVB, WSC Sports grow partnership

NextGen 2020 - Sponsors, Media

(ATR) Rule 40 revolution…Coke goes dairy…Airbnb ... A new comms chief for the IOC…more in Next Gen 2020.

EU May Follow German Rule 40 Decision -- Sponsor Spotlight

Also: The return of Coca-Cola's chief marketing officer; Eurosport and Bridgestone team up for Tokyo 2020.

USA Climbing Welcomes Kelly Feilke As New Vice President of Marketing, Communications & Development

US stay dominant as Belgium, Chile and Fiji reach record highs

The IOC welcomes Christopher Carroll in newly established role as Director of Digital Engagement

Teqball lights up Times Square

New IOC Sponsorship Raises Questions in China

(ATR) The deal with Coke and Mengniu may be difficult to implement.

Sponsor Spotlight: Coke Mengniu Deal Breaks Olympic Record

(ATR) The secret ingredients in Coke's latest worldwide sponsorship, revealed by deal-maker Michael Payne.

Sponsor Spotlight: Chinese Dairy Giant Joins Coca-Cola's Olympic Sponsorship

(ATR) A deal worth a reported $3 billion extends Coca-Cola, and brings dairy to the TOP Program.

Chinese Dairy Giant Joins Coca-Cola's Olympic Sponsorship

(ATR) A deal worth a reported $3 billion extends Coca-Cola to 2032, and brings dairy to the TOP Program.

Top Three Unchanged; England, Uruguay Edge Forward

Coca-Cola Adds Cricket -- Sponsor Spotlight

(ATR) Also: Dow wins award for carbon mitigation efforts; Hyundai extends deal with World Archery

ICC and COCA-COLA Team up to Celebrate Cricket

Golden 25: #11 -- Key Sponsors Affirm Olympic, Paralympic Support

(ATR) The lure of the rings remains irresistible for worldwide brands.

Tokyo Paralympics Secure Gold Partner

(ATR) Coca-Cola Japan expands its Tokyo 2020 sponsorship to include a domestic program for the Paralympic Games.

Tokyo 2020: Coca Cola to Support Paralympics