COCA-COLA SIGNS TOP III AGREEMENT WITH IOC,
BECOMES FIRST GLOBAL SPONSOR
FOR 1994, 1996 OLYMPIC GAMES
Partnership First Struck in 1928
Extended Four More Years
ALBERTVILLE, France, Feb. 9 /PRNewswire/ -- The Coca-Cola Company (NYSE: KO) today became the first official sponsor of "The Olympic Program III" (TOP III), providing global marketing rights for both the 1994 Olympic Winter Games and 1996 Olympic Summer Games.
Donald R. Keough, president and chief operating officer of The Coca- Cola Company, and Juan Antonio Samaranch, president of the International Olympic Committee, formalized the TOP III agreement this afternoon in a signing ceremony in Albertville.
Also signing were Gerhard Heiberg, chairman, Lillehammer Olympic Organizing Committee; William J. Hybl, president, United States Olympic Committee; Brian McGrath, president and chief executive officer, ISL Group; William Porter Payne, co-chair, Atlanta Centennial Olympic Properties; and Dr. Harvey W. Schiller, co-chair, Atlanta Centennial Olympic Properties.
Coca-Cola, once again the official soft drink of the Olympic Winter Games, which began here yesterday, has been involved with the Olympic Movement longer than any other corporate entity, since 1928.
The 1994 Winter Games will take place in Lillehammer, Norway. The 1996 summer event, marking the 100th anniversary of the modern Olympics, is set for Atlanta.
TOP III, the exclusive worldwide IOC sponsorship program, covers the period 1993-96. TOP was developed in 1982 and reappointed for each Olympiad since. TOP I covered the period 1985-88 and TOP II expires this year. The Coca-Cola Company was an original TOP sponsor and is among 12 companies now in TOP II.
The new agreement again provides for worldwide marketing rights using Olympic symbols and mascots in a TOP program that will involve more than 100 countries. It allows The Coca-Cola Company to sponsor the IOC, the organizing committees for the 1994 and 1996 Games, and the vast majority of National Olympic Committees throughout the world.
Exclusive rights in the soft drink category are granted for depictions of Olympic symbols and mascots in advertising and promotional activities. Exclusive rights also are provided for the selling of soft drinks, sports drinks and juice products of The Coca-Cola Company at all Olympic venues.
"The Olympic Games and Coca-Cola share the same values and a rich heritage recognized around the world," said Mr. Keough. "That tradition started in 1928, the same year the Olympic torch was first lighted for the modern Games. It kindled a spirit that still unites us today.
"Together, we've been part of the special moments shared by consumers in so many places around the world whenever the Games are held," Mr. Keough added. "It is that simple pleasure which refreshes the Olympic spirit and enables us to help consumers draw closer to the Olympic experience. Today's agreement guarantees that our special relationship with the Olympic family and audiences everywhere will continue."
"Support of the Olympic Movement by international companies like Coca-Cola is one reason the Olympic Games continually reach new heights," said Mr. Samaranch. "Their involvement at all levels symbolizes the Olympic ideal of unity and adds significant value to the presentation of the Games, as well as the experience for athletes and consumers alike."
Under its TOP II agreement with the IOC, The Coca-Cola Company last month launched its first global Olympic advertising campaign, which will extend through the Summer Games this July in Barcelona. The Company also is the official sponsor of Olympic pin-trading activities in Albertville and Barcelona -- a highly successful program born at the Calgary Winter Games in 1988 and repeated that year at the Summer Games in Seoul.
Through its various international and national Olympic sponsorship programs, The Coca-Cola Company supports Olympic teams from 154 countries. The new global advertising campaign underscores that worldwide involvement, using the slogan, "Refreshing the Olympic Spirit."
The IOC's TOP III sponsorships are marketed by ISL Marketing, headquartered in Lucerne, Switzerland.
/CONTACT: Polly Howes or Linda Peek, 011-33-79-45-39-35 (in Albertville), or Randy Donaldson, 404-255-8033 (in Atlanta), all of The Coca-Cola Company/
(KO) CO: The Coca-Cola Company; International Olympic Committee ST: Georgia IN: ADV FOD SU: s BR -- ATSU001 -- 8057 02/09/92 13:03 EST