Why The Olympics Still Captivates A Global Audience
I was invited to the Winter Olympics by Coca-Cola, and as soon as I arrived there was a change in energy; the air was different and there seemed to be collective thinking.
It’s a rare occasion where, among a crowd of 20 different nationalities, one goal is common: to achieve the best possible time while cheering on the world’s best athletes. This feeling was electric.
Sport was a colossal presence in my formative years. I played on every team available and my siblings each excelled in their chosen sporting activities. Therefore, watching the Olympics was never a matter of debate, it was a right of passage.
In each iteration of the Games, one brand has stood out: Coca-Cola. With an association approaching a century old (expected to be celebrated in 2028), Coca-Cola has been a fundamental partner since the inception of the 102 years of the Winter Olympics. The brand has always championed each sporting discipline, while meticulously preserving the fundamental culture and spirit of the Games.
