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Timestamps
00:00 Coca-Cola's secret ingredient
01:03 Sell a story, not a product
02:35 Coca-Cola’s sports marketing strategy
04:53 Money
05:34 The cola war
06:57 The future

About
Athletic Interest is a series of video essays that investigate business stories from the world of sports.

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Sources
[1] A Brief 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 Australia) https://www.coca-colacompany.com/au/faqs/why-does-coca_cola-sponsor-the-olympic-games-

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

[6] The reason taste and memory are so linked (Southern Living) https://www.southernliving.com/healthy-living/mind-body/taste-and-memory

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

[8] FIFA seeks massive increase in sponsors following launch of FIFA (Sport Business) https://www.sportbusiness.com/2022/04/fifa-seeks-massive-increase-from-sponsors -on-the-back -of-the-launch-of-fifa/

[9] An analysis of the effect of Olympic sponsorship on consumer brand choice in the soft drinks market using domestic scanner data (International Sport Business Journal, 2011)
https://citeseerx.ist.psu.edu/document?repidrep1&typepdf&doife4f3b4a37ba34845ddb2d5c00c679ab085aff54

[10] Pepsi hires 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_sitebrandrepublic

[11] Pepsi claims 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 and Coca-Cola are the brands most associated with the Olympic Games (Morning Consult) https://morningconsult.com/2021/08/13/olympic-brands-association-poll/

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

#cocacola #sports #athleticinterest

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