How Coca-Cola Hijacked Sports

Get 25% off Blinkist premium and enjoy 2 memberships for the price of 1! Start your 7-day free trial by clicking here: https://blinkist.com/athleticinterest

???? Subscribe to our newsletter: https://athleticinterest.substack.com/

⏱ Timestamps
00:00 Coca-Cola's Secret Ingredient
01:03 Selling a story, not a product
02:35 Coca-Cola’s Sports Marketing Strategy
04:53 The Money
05:34 The Cola Wars
06:57 The Future

???? About
Athletic Interest is a video essay series that investigates business stories from the world of sports.

✅ Follow
Email list: https://athleticinterest.substack.com/
Instagram: https://www.instagram.com/athleticinterest/
Twitter: https://twitter.com/AthleticIntrst

???? Watch more
Most popular: https://bit.ly/36ZZ3Qe
Latest video: https://bit.ly/2MpsDW6

???? Sources
[1] A Short History of the Coca Cola Company (Coca Cola) https://www.coca-colacompany.com/content/dam/journey/us/en/our-company/history/coca-cola-a-short-history-125-years-booklet.pdf

[2] FAQ (Coca Cola GB) https://www.coca-cola.co.uk/our-business/faqs/how-many-cans-of-coca-cola-are-sold-worldwide-in-a-day

[3] Sports and Entertainment Partnerships (Coca Cola) https://www.coca-colacompany.com/social-impact/sports-and-entertainment

[4] Why Does Coca Cola Sponsor the Olympic Games? (Coca Cola Aus) https://www.coca-colacompany.com/au/faqs/why-does-coca_cola-sponsor-the-olympic-games-

[5] History of Celebration (Coca Cola) https://www.youtube.com/watch?v=-M3Q54rPjQw

[6] The Reason Why Taste and Memory are so Connected (Southern Living) https://www.southernliving.com/healthy-living/mind-body/taste-and-memory

[7] Olympic Marketing Boosts Coke Volumes (Marketing Week) https://www.marketingweek.com/olympic-marketing-boosts-coke-volumes/

[8] FIFA Seeks Massive Increase From Sponsors on the Back of FIFA+ Launch (Sport Business) https://www.sportbusiness.com/2022/04/fifa-seeks-massive-increase-from-sponsors-on-the-back-of-fifa-launch/

[9] An Analysis of the Olympic Sponsorship Effect on Consumer Brand Choice in the Carbonated Soft Drink Market Using Household Scanner Data (International Sport Business Journal, 2011)
https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=fe4f3b4a37ba34845ddb2d5c00c679ab085aff54

[10] Pepsi signs up Messi to ambush Coke's World Cup sponsorship (Campaign Live) https://www.campaignlive.co.uk/article/pepsi-signs-messi-ambush-cokes-world-cup-sponsorship/1227538?src_site=brandrepublic

[11] Pepsi Takes World Cup Marketing Victory Over Coke (A.List Daily) https://www.alistdaily.com/lifestyle/nike-apple-claim-world-cup-marketing-victory-ott-viewing-breaks-records/

[12] Partners (IOC) https://olympics.com/ioc/partners/coca-cola-mengniu
Commercial Partners (FIFA) https://www.fifa.com/about-fifa/commercial/partners/coca-cola

[13] Nike, Coca-Cola Are the Brands Most Associated With the Olympics (Morning Consult) https://morningconsult.com/2021/08/13/olympic-brands-association-poll/

[14] Olympics pens joint US$3bn Coca-Cola-Mengniu Dairy deal (Sports ProMedia) https://www.sportspromedia.com/news/olympics-top-sponsorship-coca-cola-mengniu-china-ioc/

#cocacola #sports #athleticinterest