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3 05 2007

THE BEGINNINGS
The Coca-Cola Company and the modern Olympic Games have enjoyed a mutual growth and common historical bonds. In 1886, Atlanta pharmacist John S. Pemberton invented the secret formula for Coca-Cola. Six years later, Baron Pierre de Coubertin, of France, conceived the idea for a new Olympic Games. In 1896, the first modern Olympic Games were held in Athens, Greece, with 311 athletes from 13 nations. At the same time, Coca-Cola was becoming available outside the United States.

For Sydney 2000, Coca-Cola shared the spirit of the Olympic Games with fans internationally through Olympic Pin Trading, Coca-Cola Radio (which grew to nearly 60 participating stations) and the new “Coca-Cola Olympic Club: Sydney” and “Powerade-Aquarius Training Camp” – two similar, once-in-a-lifetime experiences for teens from around the world. Both international activities offered young participants a unique, behind-the-scenes Olympic Games experience, including use of state-of-the-art, Olympic Games-style facilities, tickets to Olympic Games events, meetings with Olympic athletes, and tours of Sydney’s attractions and Olympic Games venues. In demonstrating to teens what it is like to be an Olympic athlete, Powerade-Aquarius Training Camp also featured sports clinics with athletes and coaches.

For host country citizens and visitors alike, Australia’s enthusiasm for the Games was captured through Coca-Cola RedFest celebrations in Sydney, Melbourne, Brisbane, Adelaide and Perth, with live entertainment and big-screen presentations of the Olympic Games Opening Ceremony.