America’s Cup Sets Sail with Coca-Cola as Global Soft Drinks Partner for Barcelona 2024
The prestigious America’s Cup, the pinnacle of international sailing competition, has made waves by announcing a groundbreaking sponsorship agreement with the global soft drink giant, Coca-Cola.
Coca-Cola will assume the status of global soft drinks partner for the forthcoming 37th edition of the America’s Cup, slated to take place in the enchanting city of Barcelona, Spain from August-October 2024.
Beyond quenching the thirst of sailors and spectators, Coca-Cola will leverage this collaboration to bolster its sustainability initiatives.
Coca-Cola’s commitment to environmental conservation will take centre stage as the brand introduces its Mares Circulares (Circular Seas) program to the America’s Cup. This initiative – first launched by Coca-Cola European Partners (CCEP) in 2018 – will shine a spotlight on beach cleaning efforts, aligning with the event’s commitment to protecting marine ecosystems.
“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 organization like Coca-Cola here in Barcelona,” said Chief Executive of the 37th America’s Cup, Grant Dalton.
Coca-Cola, celebrated for its iconic status in the beverage industry, boasts a rich history of involvement with a wide range of sports. This collaboration marks another significant milestone in its longstanding legacy of supporting and enhancing sporting experiences.
In July, Coca-Cola signed a “transformative” long-term partnership with the US Soccer Federation, contributing to the growth and development of the sport in the United States. In May, the brand secured a deal to extend its role as the official soft drink of golf’s PGA Tour until 2027, a partnership that began in 2002.
The alliance with the 37th America’s Cup further bolsters the roster of sponsors aligned with sailing’s greatest event. Italy-based financial services and banking firm UniCredit joined as an official sponsor of the race last month.
Meanwhile, AC37 Event Ltd and World Sailing’s sustainability initiative will invest in community projects that support Barcelona’s Blue Economy project and contribute to World Sailing’s sustainability strategy, Agenda 2030, reinforcing the commitment to responsible and eco-conscious sporting practices.