Coca-Cola and sports - partnership through competition
A Coca-Cola Great Britain case study

Page 1: The importance of image

Our image is the way in which others see us. People quickly form opinions about us from the way we dress, walk and talk, from where we live and from our interests. Image in the business sense is what people think and feel consciously and subconsciously about a company or product. The creation of this image is crucial to the success of a business. It is necessary to create 'the right image' of a...
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Page 2: A natural fit

When consumers make a purchasing decision, they consider a range of aspects of the product which make up what is often referred to as 'The product concept.' Products are not just purchased to meet a single need; the ownership and use of a product involve a whole range of factors that make up the product concept. For example, it may appear that a couple choose to holiday in the West Indies...
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Page 4: The Olympic Games

1928 Since 1928, The Coca-Cola Company's active support of the Olympic ideal has continually grown in scope and depth. Today, Coca-Cola is the longest continuous Olympic sponsor. The 1928 Olympic Games in Amsterdam marked the beginning of The Coca-Cola Company's involvement, when a freighter arrived with the U.S. Olympic Team and 1,000 cases of Coca-Cola. As Coca-Cola made its Olympic debut, so...
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Page 5: Football

Coca-Cola supports football at all levels - from youngsters lCearning their first skills - to the world stage. As the owner of the world's number one brand, The Coca-Cola Company feels a tremendous affinity with the world's number one game. Football is about fun, excitement, passion, pride and shared enjoyment and so is Coca-Cola. Coca-Cola's philosophy for supporting football is defined by the...
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Page 6: Tennis

Following on from the continuous support of Coca-Cola since 1974, in April 1996 diet Coke announced an exciting five-year partnership with one of Britain's leading summer sporting events - The Lawn Tennis Championships at Wimbledon. At the time, diet Coke had established itself as Britain's No.1 diet soft drink (second only to Coca-Cola in overall soft drink consumption) and was enjoying dynamic...
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Page 7: Special Olympics

Sport should not be a discriminating activity to be enjoyed only by the young and fit. Both playing and appreciating sport is an activity which millions of people can enjoy throughout the world, no matter what their background and abilities. Remember the slogan 'Sport for All'. Nothing should prevent anyone from practising competitive sports, as sport is a key way of improving the quality of...
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Page 8: Conclusion

By focusing on The Olympic Games, Football, Tennis and Special Olympics, we have illustrated just some of the ways in which Coca-Cola has built on its association with sport. This support of sport in Britain is a strategy which fits with the corporate world-wide policies of The Coca-Cola Company. Coca-Cola has focused its activities on events, experiences and environments which offer relevant...
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