Vancouver 2010Vancouver 2010 boasted one of the most comprehensive sponsorship programmes ever created forthe Olympic Winter Games.In addition to the nine Worldwide Olympic Partners, who were at the forefront of the Vancouver 2010sponsorship programme, the Games also benefited from the support of more than 50 other sponsorsand suppliers, with each providing a wide range of products, services, technology and expertise, aswell as financial resources, which contributed to the successful staging of the Games.The following section outlines the essential contributions of the Worldwide Olympic Partners and thedomestic sponsors, as well as the innovative Olympic marketing programmes that were developed to promote their partnerships and share the Olympic values with the world.The Worldwide Olympic PartnersChapter Four / SPONSORSHIP47
48Chapter Four / SPONSORSHIP"The Olympic Games is an unparalleled platform for us to communicate what we're doing to our stakeholders. This event brings people together from all over the world and gives us the ability to put a window onto our business."Thierry Borra, Director Olympic Games Management, The Coca-Cola CompanyThe Coca-Cola Company has been associated with the Olympic Games since 1928 and is the longestcontinuous corporate supporter of the Olympic Movement. As the exclusive non-alcoholic beverageprovider to the Olympic Games, Coca-Cola continued this tradition at Vancouver 2010 by refreshingathletes, volunteers, officials and spectators throughout all the Olympic venues, serving 3.7 millionperfectly-chilled Coca-Cola beverages during the Games. The company also entertained fans at theCoca-Cola LiveSite and remained committed to its sustainability efforts.Coca-Cola's Live SiteLocated at LiveCity Yaletown, The Coca-Cola Pavilion was a truly multi-sensory, interactive experiencethat entertained thousands of visitors each day during the Games. As well as highlighting Coca-Cola'spast and present involvement with the Olympic Games, the Pavilion informed visitors about thecompany's current and future commitments to environmental sustainability. By bringing Coca-Cola'ssustainability efforts to life, guests were able to learn about the company's efforts to protect thepolar bear and meet the 'bottle of the future' - the PlantBottle. Of course, visitors were also able to enjoy perfectly chilled bottles of Coca-Cola and Coke Zero, with over 200,000 beverages servedduring the Games. Visitors were then able to recycle their bottles in exciting ways within the Pavilion.Olympic Torch RelayFor the seventh time, The Coca-Cola Company returned as a Presenting Partner of the Olympic Torch Relay. The Company encouraged more than 1 million Canadians to apply to be a Torchbearer. Of those, more than 4,500 were nominated as Torchbearers through a 'Red Ribbon Panel' of healthand environmental experts for making commitments to lead more active or green lifestyles. And more than 10,000 youth were inspired to get active through Coca-Cola's partnership with Canada'sphysical activity authority, ParticipACTION.