Social Brody
12 Feb 2026
Coca-Cola has sponsored the Olympics since 1928, the longest partnership in sports history. In this episode of Social Brody, we break down the strategy behind this iconic deal: why the Olympics are such a powerful sponsorship property, how Coca-Cola evolved from logo exposure to experiential marketing, and what the Paris 2024 sustainability controversy teaches us about brand credibility and reputational risk.
Coca-Cola has been an Olympic sponsor since 1928. That’s nearly 100 years of partnership with one of the most valuable and emotionally powerful events in the world.
In this episode of Social Brody, we break down the business logic behind the longest continuous sponsorship in sports history.
With the Olympic Games in Milano Cortina just beginning, this episode explores:
• Why the Olympics are one of the most valuable sponsorship properties globally
• How Coca-Cola strategically embedded itself into Olympic culture• The evolution from logo exposure to experiential marketing
• Market-entry strategy at Seoul 1988• Coca-Cola Olympic City in Atlanta 1996
• Sponsorship theory: value congruence, meaning transfer & reputational spillover
• The sustainability controversy at Paris 2024 and what it teaches us about brand credibility
This is not just a history lesson.It’s a masterclass in long-term sponsorship strategy, and the risks that come with it.
If you’re interested in sponsorship deals, global events, and brand strategy, this episode is for you.
Listen on your favorite platform - Spotify, Apple Podcast, YouTube Music or Amazon Music.