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 meaning and imagery to their target consumers.
It is at events such as The Olympic Games and The European Championships that it is particularly appropriate to develop the association between Coca-Cola and sport. Through focusing on leisure activities, Coca-Cola is able to combine the promise of complete refreshment with a sense of fun, enjoyment, celebration and passion that enhances the overall consumer experience for almost everyone within the community.