Soft drinks giant will support international sailing competition’s sustainability initiatives.
The 37th America’s Cup has unveiled Coca-Cola as the global soft drinks partner of next year’s international sailing competition.
Confirmed:
- Coca-Cola to work with America’s Cup to develop initiatives within the framework of the competition’s sustainability strategy
- Soft drinks giant to promote the use of returnable glass during the regatta months and promote beach cleaning actions through its ‘Mares Circulares’ programme
Context:
Next year’s America’s Cup will take in Barcelona, which has one of the largest Coca-Cola production plants in Europe, with the soft drinks giant stating that the agreement reinforces the company’s commitment to the city and will further support the local economy.
The pact also sees Coca-Cola become the latest big-name brand to align itself with the America’s Cup, after L’Oréal Groupe became a sponsor of the Orient Express Racing team last month.
Comment:
“We are especially proud to have such an iconic international brand joining the 37th America’s Cup in such an iconic city but driven so emphatically at a local level by an organisation like Coca-Cola here in Barcelona,” said Grant Dalton, chief executive of the 37th America’s Cup.
“Like AC37, it is clearly very important for them to leave a positive legacy of the event economically and in terms of sustainability, so it is great to have them onboard working with us towards such a positive ambition for the 37th America’s Cup and Barcelona.”
Source: sportspromedia.com