Coca-Cola to join forces with Sochi 2014 Olympic Torch Relay
Wednesday, 06 June 2012
June 6 - Worldwide Olympic sponsor Coca-Cola have become a partner of the Sochi 2014 Olympic Torch Relay, they announced today.
The oldest sponsor of the Olympics, going back to Amsterdam 1928, the news means that Coca-Cola will be a key part of what promises to be an historic Torch Relay.
Sochi 2014 plan to take the Olympic Torch into space for the first time in history, as well as to Lake Baikal.
The world's deepest lake, it has a depth of 1,600 metres, and is located in the south of Siberia near Irkutsk.
The Torch is also set to travel to Mount Elbrus (pictured below), the tallest mountain in Europe at a height of 5,642 metres, confirmation of which was reported by insidethegames earlier this year.
The Sochi torch relay will be over 40,000 kilometres, the length of the earth's equator, and four times longer than the Turin 2006 relay, making it the longest in Olympic history.
It will travel through all 83 constituent entities of Russia, lasting for 123 days from October 2013 to February 7, 2014, when the Winter Olympics begins, making it nearly twice as long as the London 2012 Torch Relay currently taking place.
A total of 14,000 torchbearers supported by 30,000 volunteers will carry the torch, whilst another 2,000 will hold the Paralympic Torch on its journey from February 26 to March 7.
Coca-Cola first supported the Olympic Torch Relay in 1992, and are looking to develop their brand in the Russian market, where they are involved in a fierce battle with their main rivals, Pepsi.
They have pledged to provide a unique opportunity for people across Russia to become an honorary member of the Torch Relay.
They have also promised to create a festive atmosphere throughout the torch relay with entertainment, sporting and musical events.
"The Torch Relay is a truly remarkable event, and Coca-Cola Company is proud that it will again become part of the Olympic Movement and the Olympic Winter Games 2014 in Sochi," said the company's Russia, Ukraine and Belarus President, Zoran Vucinic.
"The Olympic Torch Relay creates a sense of anticipation and future Olympic Games, as a symbol of optimism, which will bring together people from different regions of Russia.
"We look forward to the opportunity to gives young people a chance to carry the Russian Olympic flame."
Sochi 2014 will be the tenth time Coca-Cola has been a presenting sponsor of the Olympic torch relay.
That includes this summer's Torch Relay, currently making its way around the United Kingdom and Ireland ahead of the London 2012 Opening Ceremony on July 27 (pictured below in Minehead).
"We are delighted that Coca-Cola Company have become a partner of the Sochi 2014 Olympic Ttorch Relay - the longest in the history of the Olympic movement," said Sochi 2014 President and chief executive Dmitry Chernyshenko.
"Coca-Cola is strongly associated with the Olympic Games and is very popular in Russia.
"Participating companies will bring to the attention of the relay even more fans and create a holiday atmosphere.
"Together we will make a unique and exciting project that will be remembered for years to come."
March 2012: Exclusive - Sochi 2014 boss promises "spectacular" Torch Relay as ambitious plans are unveiled
July 2011: Olympic Torch to cross final frontier as Sochi send it into space