The International Paralympic Committee (IPC) has added The Coca-Cola Company to its Worldwide Paralympic Partners portfolio, with the beverage corporation securing global marketing rights to the IPC and Paralympic Games until 2032.
As a result of Coca-Cola securing IPC’s top-tier sponsorship deal, both entities will look to explore ‘purpose-driven marketing campaigns’. Additionally for Coca-Cola’s Tokyo 2020 sponsorship, the corporation’s projects will involve a team of elite Paralympic, Olympic, Special Olympic athletes from 25 countries around the world.
Andrew Parsons, IPC President, commented: “We are very excited to welcome The Coca-Cola Company as a Worldwide Paralympic Partner. At the IPC, we believe that change starts with sport and that para sport can foster a more inclusive world.
“We know The Coca-Cola Company shares our belief – they have been a supporter of the Paralympic Movement and our Games for decades, and their recent commitment to support the Japanese National Paralympic Committee during the COVID-19 pandemic shows how much they value para sport. We look forward to working with Coca-Cola over the coming years on initiatives that can benefit our athletes around the world.”
The partnership follows on from Coca-Cola’s Olympic deal last year in which both entities agreed an extension to 2032. The new agreement expanded the firm’s marketing rights to include the IPC and the Paralympic Games, as well as the Youth Olympic Games.
Additionally Coca-Cola Japan, as part of the firm’s Olympic and Paralympic partnership, launched an athlete donation program in June in order to financially support the Japan National Team due to impacts of COVID-19.
Ricardo Fort, vice president of global sports and entertainment partnerships for The Coca-Cola Company, concluded: “The Paralympic Games are the third largest sporting event in the world and have set the standard for inclusivity in sport. Through our expanded relationship with the IPC, The Coca-Cola Company will continue supporting elite Para athletes who will make history at the Paralympic Games Tokyo 2020 and beyond.”
