IOC opens new sponsor category with Coca-Cola & Mengniu

24 Jun 2019

By: Sport Industry Group

The International Olympic Committee (IOC) has signed its first-ever joint The Olympic Partnership (TOP) through an agreement with The Coca-Cola Company and China Mengniu Dairy Company.

The partnership combines the non-alcoholic beverage and dairy categories into a new joint category and brings Mengniu into the family of Worldwide TOP Partners. The deal is for 12 years and runs from 2021 through to the 2032 Summer Olympic Games.

The IOC said the partnership includes “unprecedented investment” in traditional and digital media to promote Olympic values around the world.

The agreement extends Coca-Cola’s relationship with the Olympic Movement to 104 years, with the company continuing to serve as the Olympics longest continuous partner.

Mengniu is the first Chinese fast-moving consumer goods company to become a TOP Partner of the IOC, which said the agreement will support Mengniu’s ambitious growth plans to become one of the world’s top dairy producers by 2025.

IOC President Thomas Bach said: “This long-term agreement is another demonstration of the relevance and stability of the Olympic Games in these times of uncertainty. Having our longest-standing partner, Coca-Cola, an iconic American brand, together with a young Chinese company, Mengniu, joining hands under the roof of our Worldwide TOP Programme is a great example of the unifying power of the Olympic spirit. This partnership will give another dimension to the promotion of the Olympic values around the world.”

The Joint TOP agreement also includes marketing rights for the International Paralympic Committee (IPC) and the Paralympic Games through the IOC’s long-term collaboration agreement with the IPC. The deal also includes marketing rights for the Youth Olympic Games.

The deal covers the 2022 Winter Olympic Games in Beijing, in Mengniu’s home market of China.