As Coca-Cola heads towards marking a century of collaboration with the Olympics, they are putting a spotlight on the celebration for this year in a festive campaign with fans of the Olympic movement and enhancing the games through activations, music, experiences, food, and athletes. They recently unveiled "Celebrate Everyday Greatness" as its theme for the Paris 2024 Olympic and Paralympic Games. The Celebrate Everyday Greatness campaign is a multi-brand platform that champions life's everyday moments. The core message from Coca-Cola is that any moment, big or small, can turn into something extraordinary. From the brand that brought us "Open Happiness," you can taste the consistency of their strategic thinking.

In a company release, Brad Ross, Coca-Cola's Vice President of Global Arts & Entertainment Marketing and Partnerships, said, "The Olympic and Paralympic Games are a prime opportunity for The Coca-Cola Company and our extensive portfolio of products to connect with fans. We will use this global stage to showcase how greatness in everyday moments can create real magic."

SponsorshipX Paris, August 7th to 9th, is excited to have Brad Ross of Coca-Cola share more about this magic at our Future of Global Partnerships Forum.

In addition to Coca-Cola brand activations, the company will lean into the Games with its Powerade brand.

This year's campaign is an update on their Pause is Power platform inspired by Simone Biles' break from competing and focus on her mental health. The new campaign naturally stars Biles.

In an interview with Marketing Brew, Matrona Filippou, president of the global hydration, sports, coffee, and tea category at Powerade's parent company, Coca-Cola, stated, "The platform was really focused on continuing to challenge the win-at-all-costs mentality associated with modern sports culture. It's not always pushing yourself to the limits that makes you stronger. Sometimes just taking a pause, taking a breath, can actually help you come back stronger and better."

The lead creation of this year's iteration is a short film entitled The Vault, which showcases Biles and her journey as she talks about why the pause was necessary for her. The film gave me goosebumps as Biles tumbles through the air in slow motion, reliving her decision, the pressure of being a world-class athlete, and the benefit of recharging to power herself through.

Costa Coffee is another brand in the Coca-Cola family, taking advantage of the Games by opening popup sites and pod stores. They will run at the Athlete Village, PlaPlace de la Concorde, the Eiffel Tower and Versailles. The Coca-Cola-owned coffee chain will open temporary 'pods' across some of the event's key venues, including the Athletes' Village, Place de la Concorde, the Eiffel Tower, Roland-Garros, Versailles and Le Golf National.

"We are extremely proud to be the Official Worldwide Coffee Partner for the Paris Olympic and Paralympic Games this Summer, bringing the Costa Coffee experience to the Games for athletes and fans gathering from all over the world. The Olympics and Paralympics represent significant opportunities for our brand to connect with spectators, and we look forward to showcasing our beloved range of beverages at such a high-profile event," said Sam O'Brien, Managing Director EMENA, Costa Coffee. While the chain operates over three thousand stores across Europe, ironically, it exited France in 2023. However, as an official coffee partner of the Games worldwide, I believe this is too good an opportunity to pass by.

Running from May 8th until the games start July 26th, the relay will tell many stories in its travel. It will highlight eras of French history, famous individuals, and the values and spirit of the country.

The Olympic Torch Relay route will be an epic journey across France. From May 8th, 2024, the Olympic Torch Relay will showcase France's beauty and diversity, history and exceptional landscapes, knowledge, traditions, and talents.

When the relay ends and the competitions begin, Coca-Cola will have various activations around the host communities. Their involvement will also extend to the Olympic and Paralympic competitive arenas. As a critical part of Celebrating Every Day Greatness, Coca-Cola has also inked deals with many athletes for Team Coca-Cola. Their roster includes many athletes, such as the host country Mathilde Gros, an up-and-coming cyclist, and Olympic champions such as Athing Mu (USA, athletics) and Emma Twigg (New Zealand, rowing). These athletes are integral to the campaign as they celebrate the little things happening daily in their journey to the biggest stage of their careers.

You can hear about Coca-Cola's unique global partnership when we welcome Brad Ross to join our plenary sessions as part of SponsorshipX Paris on August 7-9, 2024.

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SPX Paris features an incredible lineup of speakers, including Ricardo Fort from Sport By Fort LLC, Sarah Vickers from Intel, Nicholas Macé from Visa, plus plenary sessions with Allianz, Coca-Cola, and LA2028.

Register now at sponsorshipx.com/paris2024 and take advantage of the Early Bird offer before it’s too late!

The company's Olympic campaigns will also feature Powerade's updated "Pause is Power" platform, inspired by Simone Biles' focus on mental health. Costa Coffee, another Coca-Cola brand, will also open pop-up sites at distinct Paris locations. Coca-Cola will also sponsor the Torch Relay, a significant community event in France, featuring concerts and highlighting French history and values. I am excited to hear about every drop of these campaigns when Brad Ross, Coca-Cola's VP of Global Arts & Entertainment Marketing, will join us on stage at SponsorshipX Paris.

This event equips brand leaders with the inspiration and information they need to align their portfolios with their businesses' evolving needs effectively.

Some of our esteemed speakers include:

Johanne Brousseau is an experienced and recognized marketing leader with more than 30 years’ experience. She leads the donations, sponsorship and experiential marketing teams at Desjardins - Canada's largest cooperative financial group and the sixth-largest in the world that is committed to community development and prioritizes a human-centred approach to helping individuals achieve their goals.

Johanne is a passionate and active individual with lots of heart who excels at tackling major challenges and mobilizing teams to reach new heights. Her outstanding work has frequently garnered industry and peer recognition throughout her career and she has made a mark on the communications and marketing industry. In addition to her professional achievements, Johanne is actively involved on various boards of directors, and since 2022 has been contributing her expertise and thought leadership as a director with the Fédération québécoise des sports cyclistes to develop women's participation in the sport. She invests in future generations through her steadfast mentoring and provides guidance and inspiration to help young people reach their full potential.

Over 20 years’ cycling industry experience to the role. From owning and managing professional cycling teams, to working for component suppliers, Wyman has an proven record of success in road, gravel, cyclocross and MTB markets.

Scott Moore is the CEO of Invictus Games 2025 Vancouver/Whistler. Mr. Moore is a veteran of the sports, entertainment and broadcast industry, having served as President of Broadcasting and NHL Properties for Rogers Media, Executive Director of Sports and General Manager of Revenue for CBC. He is a veteran of 11 Olympic Games, and has worked for the IOC, NBC, ESPN and others. He is currently living in Vancouver along with his wife, Becky.

Co-founder of Hookit, RJ has been at the intersection of sponsorship, sports, social media and technology for 20+ years, now responsible for bringing that expertise into data, insight, people and platform development at KORE.

Rachel MacAdam is the Vice President of Marketing at SkipTheDishes where she leads a talented team of marketers responsible for brand strategy, creative, customer engagement, digital media, partnerships and full-funnel marketing campaigns for Canada’s homegrown food delivery network.

Since joining in 2023, Rachel has made significant contributions to Skip’s growth and evolution, with a focus on championing a best-in-class customer experience to drive acquisition and engagement through powerful brand storytelling, personalized digital experiences, and an enriched customer value proposition through brand offers, partnerships and sponsorships.

Prior to Skip, Rachel spent over 20 years with LoyaltyOne. She was the Senior Vice President of Marketing, Rewards and Customer Care, where she grew her leadership scope to 300 team members and played a critical role in building the AIR MILES Reward Program into one of the largest and most recognized loyalty brands in Canada.

Rachel is also a passionate supporter and board member of motionball, a national non-profit that empowers young Canadians to be leaders in their community, raising funds and awareness for Special Olympics through integrated social and sporting events.

Sandy Ward is a member of the Líl̓wat Nation and a founding member of Indigenous Women Outdoors (IWO). She has spent most of her life on snow, from learning to snowboard with the First Nations Snowboard Team (FNST) to being a competitive halfpipe rider, a FNST Coach and now lead of the IWO Backcountry Mentorship Program (IWO). Through her work with IWO, Sandy has continually shown her devotion to ensuring Indigenous peoples can get involved in the outdoors.

As an avid snowboarder, mountain biker and rock climber she spends most of her time outdoors. She enjoys connecting to her traditional territory and seeing it from a different perspective through sport.

As a certified mountain bike coach and snowboard instructor, Sandy helps run both snowboard and biking programs within her nation for women and youth interested in getting outside in a safe, welcoming space.

Join us to gain valuable knowledge from these industry leaders and transform your approach to sponsorship.