Worldwide TOP Partner Coca-Cola keeps the flame alive across Brazil
Through numerous actions and activities, the IOC’s longest standing partner is adding colour and excitement to the 2016 Olympic Torch Relay, as it has done successfully since the Olympic Games Barcelona 1992.
From 3 May until 5 August, from the Federal Capital of Brasilia to the mouth of the Amazon on the Equator, from Manaus in the Amazonian rainforest to Porto Alegre, the southernmost city of the biggest country in South America, and to Rio for the Opening Ceremony, over more than 20,000 kilometres, across 329 cities and with 12,000 torchbearers, the Olympic Torch Relay is being accompanied and supported by Coca-Cola. Since the Games in Barcelona in 1992, the IOC Worldwide TOP Partner has lent its know-how and offered various activities along the route.
Among the highlights of this long and winding journey across the country of samba, there is leg in Fernando de Noronha, the magnificent Atlantic archipelago of 21 islands in the north of the country; and another one at the famous Iguazu Falls, on the border with Argentina; plus emotional moments such as when Bruno Senna the nephew of the late great three-time Formula 1 world champion Ayrton Senna carried the Olympic torch in Brasilia.
Inspiring millions of BraziliansThe Torch Relay is accompanied musically by Coca-Cola FM, which plays the hits “to get the crowd going”. On the route, the red and white caravan and its cheery ambassadors offer numerous activities that allow the public to make the most of the event, particularly by distributing a limited edition of the “Coca-Cola Gold” mini-pack to all the Relay supporters. There are also 83 specific celebrations in the country’s major cities.
Coca-Cola also chose a panel of athletes and stars to select 2,400 torchbearers, picked for the work they have carried out in their communities, for their positive lifestyles, and for the spirit with which they have brought people together. The official site – issoeouro.cocacola.com.br – allows all the participants in this huge celebration to post and share their best photos.
Olympic Torch Relay Director Isabel Salvador explains: “We are experiencing an incredible adventure across the whole of Brazil, visiting the most beautiful places and telling stories to inspire Brazilians as we travel. We are making them aware of our mini-packs, distributing 1.3 million of them along the way. From the start to the finish, we shall be engaging with millions of teenagers, encouraging them to spend some time with the torch and Coca-Cola, with the hashtags #thatsgold, #issoeouro.”
Partner since 1928Coca-Cola is the longest standing partner of the Olympic Movement. The company has supported each edition of the Games since those in 1928 in Amsterdam, providing refreshments to the athletes, officials and spectators at the Olympic Games. Since 1992 and over the past two decades, it has been responsible for presenting the Olympic Torch Relay, taking it to over 42 countries, inspiring millions of people on the various routes.
As a partner of every National Olympic Committee and its delegation, Coca-Cola has launched several initiatives and programmes, including most recently Olympic Moves, to promote the spirit of the Games among consumers in the host cities and across the world.
The company became a full member of the TOP Programme in 1986, with exclusive rights in the non-alcoholics beverages category. In 2005, Coca-Cola and the IOC announced the renewal of their partnership for an unprecedented 12 years, which continues their association up to 2020.