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Coca-Cola announces a diverse list of U.S. athletes and brands for the Tokyo 2020 Olympic and Paralympic Games

A unique group of 14 U.S. athletes will represent an equally diverse lineup of six Coke Brands in Tokyo at next summer's Olympic and Paralympic Games, which have been pushed back due to the coronavirus pandemic.

In addition to the previously announced Coca-Cola “6-pack” of athletes – including four Olympic champions (Caeleb Dressel, swimming; Laurie Hernandez, gymnastics; Alex Morgan, football; and Simone Manuel, swimming) – an Olympic hope (Noah) Lyles, athletics ) and a Paralympics champion (Roderick Townsend, athletics) – five other brands have also announced athlete partnerships for Tokyo 2020.

Powerade Christian Coleman (athletics), Crystal Dunn (football), Asia Durr (basketball) and Tatyana McFadden (athletics, Paralympics) will have the largest presence so far at the Olympic Games in Tokyo.

Gym star Simone Biles will return as the face of Vein powerand swimmer Nathan Adrian is represented ZICO. Olympic swimming legend Missy Franklin will be the face of AHA, and skateboarding Hopeful Heimana Reynolds will advertise Vitamin water.

"We are delighted to work with these phenomenal athletes who are leaders both on and off the field. They are the most diverse group of Olympic and Paralympic athletes, hopefuls and legends we have ever had in terms of gender, race and sport Dina Gerson, director of Olympic Games Marketing at Coca-Cola North America, said that each brand chose to do so. These athletes are based on their unique selection criteria. "They are all real, assignable, and positive role models with uplifting and inspiring stories. "

Coca-Cola, a multiple winner of the World Branding Awards, The longest uninterrupted sponsor of the International Olympic Committee (IOC) in 92 years recently recently extended its partnership until 2032. The company extended its contracts with all 14 athletes until December 2021 after the Olympic Games were postponed.

Brand-specific activation details for the Tokyo 2020 Olympic Games, which begin on July 23, 2021, are still being finalized.

"We're not just lifting and postponing our plans," said Gerson. "Our team has turned and is focused on carefully planning and carefully updating our campaigns and programs given the state of our country and the new timing for the Olympics."

COVID-19 has questioned many of Coke's 2020 sports activation plans, with pillar events either canceled or postponed. These forced planning shifts challenge the company to simultaneously prepare for multiple global events that occur in a consolidated time frame.

"In 2021, we will plan, produce and activate Tokyo 2020 while we plan and produce Beijing in 2022," said Ricardo Fort, vice president of global sports partnerships, in a recent interview with SportBusiness.

“We are working intensively with the leadership of the Beijing 2022 Winter Olympics and with Qatar for the 2022 FIFA World Cup. These projects were not affected at all. For the upcoming events that have been postponed or canceled, we spent time with partners and rights holders to find out how we can help them reschedule. We are working with our local teams in Japan and Europe on the EUROs, which have also been postponed. "

The Coca-Cola Company's Olympic journey began in 1928 on a cargo ship. The transport arrived in Amsterdam with the US Olympic team and 1,000 boxes of Coca-Cola. Unknown to many at the time, the long journey would be a catalyst for a successful partnership between two beloved companies: Coca-Cola and the International Olympic Committee.

Since then, the company has sponsored all of the Olympic Games and helped bring fans in host cities and around the world closer to the Olympic spirit.