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Infront signs Coca-Cola and Emirates as Exclusive Broadcast Sponsors for Rio 2016 Olympic Games in Sub-Saharan Africa

3 min read

The agreements will see both brands featured in the TV feed across 46 countries in the region

Zug, Switzerland – Coca-Cola and Emirates have both signed a broadcast sponsorship with the international sports marketing company Infront Sport & Media for the Rio 2016 Olympic Games. As part of the agreement, Infront will integrate the respective branding into the television feeds across 46 territories in Sub-Saharan Africa.

As exclusive media rights partner for free-to-air television and radio to the International Olympic Committee (IOC) for Sub-Saharan Africa, Infront has also marketed the associated Broadcast Sponsorships for the event, which will take place from 5 to 21 August 2016.

As part of the program, Infront will integrate the brands within commercial breaks for all live, replay and highlight broadcasts over the 17 days as well as in the broadcast of the Opening and Closing Ceremonies of the Olympic Games. In close collaboration with TV Media Sport, Infront has negotiated media coverage through dedicated agreements with national broadcasters, as well as a pan-African partnership with TV5 Monde.

Stephan Herth, Executive Director Summer Sports at Infront, said: “With Coca-Cola and Emirates we have secured two truly global and powerful brands for the Broadcast Sponsorship. We are happy to see such a strong interest in supporting the Olympic movement in Sub-Saharan Africa. High exposure and scope is guaranteed thanks to reach into 46 countries, including rising consumer markets like Nigeria and Tanzania. The commitment of Coca-Cola, an existing IOC TOP partner, and Emirates as Broadcast Sponsors reflects the growing significance of Olympic coverage in Sub-Saharan Africa and advocates the Olympics as a globally-attractive event.”

Coca-Cola fosters #ThatsGold campaign

This year, Coca-Cola celebrates 88 years of partnership with the Olympic Games and will extend its recently launched global marketing campaign – “Taste the Feeling” – through celebrating the gold feeling that comes with accomplishing something great.

“For Coca-Cola, gold moments are made of special feelings – joyful, refreshing, and shareable – all of those moments that make you feel gold, just like the feeling of drinking an ice-cold Coca-Cola. We look forward to bringing #ThatsGold to life for our fans across Africa, through global television commercials (TVCs),” said Ahmed Rady, Coca-Cola Central, East and West Africa Marketing Director.

“In the TVCs, we will feature images depicting authentic, real gold moments on and off the podium with a Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero or a Coca-Cola Life. The TVCs will center on the gold moments that happen both on and off the podium during the Olympic Games,” continued Rady.

“Africa is home to elite sportsmen and women. We hope that as they watch these feeling gold moments on TV across Africa, our fans will also be inspired to celebrate our athletes, and their own moments of feeling gold,” concluded Rady.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 17 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at, follow us on Twitter at, visit our blog, Coca-Cola Unbottled, at or find us on LinkedIn at

About Infront Sports & Media

Infront Sports & Media is one of the most respected sports marketing companies in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production and event operation – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football, summer and endurance sports, Infront enjoys long-lasting partnerships with 170 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, delivering 4,100 event days of top class sport around the world every year. In November 2015, Infront was integrated into Wanda Sports Holding, part of the Chinese conglomerate the Dalian Wanda Group.