The name of Coca Cola has become synonymous with Olympics. The beverage company has been part of the quadrennial event since 1928. The latest part of the deal is a 12-year joint relationship with the Chinese dairy producer Mengniu that will also incorporate the 2032 Olympics. The deal is reported to be worth US$3 billion as per the Sports Promedia.

The agreement for the same was inked ahead of the voting procedure to decide the hosts for the 2026 Winter Olympics. The International Olympic Committee (IOC) deal gives Coca-Cola the marketing rights not only for the Olympics but also for the Paralympic Games. What’s more in the offing for this magnanimous partnership?

An iron-clad allegiance that stands the test of time ahead of the Olympics

At the time of the official announcement of the partnership, the IOC President Thomas Bach had expressed his joy at the partnership stating that the partnership with a Chinese Dairy Company was a testament to the “unifying power of the Olympic spirit” as per the same publication. 

Mengniu was also a part of the FIFA deal for the World Cup in Russia and is the first FMCG company to make its way to the TOP Programme. This will also help the FMCG giant to grow across the world and, with this arrangement, they might be able to tap into other markets.

Coca-Cola, on the other hand, will continue to attract its target audience by being a part of the most popular sporting event that comprises a variety of sports and brings a lot of happiness to its passionate fans. However, not everything is as smooth as it seems.

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The aftermath – is all safe in business and war?

Coca-Cola and the officials of the IOC have seldom been criticized for the partnership. The beverage company does provide additional funds, but the main question that crosses its critics is if it is healthy. The image of Coca-Cola next to the torchbearers is an irony as per its critics who emphasize the fact that the Olympics is a celebration of a healthy mind and body since it has sporting events where top-notch athletes prepare to make a mark for themselves.

As per its opposers, the role of sugary drinks has been well-documented in giving rise to chronic diseases such as diabetes and additional heart risks. Therefore, they believe that it would have been better had the Olympics tied up with healthier brands that could symbolize the Olympic spirit of “Faster, Higher, Stronger.” 

Nonetheless, now that the Olympics has decided to move ahead with its partnership, the best thing that critics can do is to spread the message of leading a healthier life through their communication channels and hope that fewer people rely on sugary drinks. On the other hand, supporters or neutral parties will be hoping to see a grander Olympics in Paris that will win the hearts of everyone alike.