Communicating through the "world game", for brand and corporate reputation in full in PDF format taken from edition 8 of Business Case Studies.
This case study looks at the reasons why Coca-Cola supports 'the world game'. Coca-Cola focuses on the football fan rather than football itself, i.e. promoting the playing and watching of football rather than helping to fund professional clubs. Coca-Cola has a long-standing commitment to encourage young people to participate in team sports and live a healthy and active lifestyle.
Read the case study online here