The International Paralympic Committee (IPC) has announced that The Coca-Cola Company has become one of its Worldwide Paralympic Partners.
The new partnership includes worldwide marketing rights to the IPC and Paralympic Games until 2032, and comes as a result of the IOC-IPC long-term collaboration, which was signed in 2018.
Coca-Cola Japan was an existing Gold Partner of the Tokyo 2020 Paralympic Games, but the new deal with the wider group will see the company communicate the transformational impact of the Paralympic Movement to a whole new audience.
This will see the two organisations embark on purpose-driven marketing campaigns.
“We are very excited to welcome The Coca-Cola Company as a Worldwide Paralympic Partner,” said Andrew Parsons, President, IPC.
“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.”
Ricardo Fort, Vice President of Global Sports and Entertainment Partnerships for The Coca-Cola Company, applauded the announcement, stating, “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.”
Ahead of the rescheduled Tokyo 2020, The Coca-Cola Company will build a team of elite Olympic, Special Olympic and Paralympic athletes from 25 countries around the world, creating a new platform to be the first global Olympic marketing campaign by the company showcasing a portfolio of beverages to consumers.
The news comes after the Paralympic Movement celebrated the One Year to Go milestone for next summer’s Games with the launch of its ‘Wait for the Greats’ campaign, as well as the premiere of a new Netflix documentary celebrating the event, Rising Phoenix.