LONDON: Of the the non-alcoholic beverage brands currently active in sport sponsorships in the Europe, the Middle East and Africa (EMEA) region, it is soft drinks giant Coca-Cola that is expected to be the most committed, with an estimated 145 deals worth over $132m in 2021. 

Coca Cola is also responsible for the majority of US brand spend, which stands at $239m. The soft drink giant sees 145 active deals in the EMEA region, roughly a fifth of all the active deals in the sector.

Jun 16, 2021 15:06
PORTUGUESE FOOTBALL GREAT Cristiano Ronaldo's recent action of moving two Coca-Cola bottles and replacing them with water during a press conference at the ongoing Euro 2020 has reportedly had severe repercussions on the US soft drink giant's market cap. 
Nov 11, 2020 18:11
LAUSANNE: World Table Tennis Wednesday announced Coca-Cola as WTT’s first-ever partner in the modern era of the sport. Coca-Cola will be the Official Beverage Partner of WTT events in China during 2021 – the year in which WTT embarks on its mission to revolutionise table tennis by launching a brand-new series of international events. 
Jun 29, 2020 20:06
MUMBAI: When (and NOT if it increasingly looks likely) the dates for the thirteenth edition of the Vivo Indian Premier League are finalised, one entity that will reportedly NOT be joining the party at the world's most lucrative annual cricketing event is US food and beverages giant Coca-Cola.
Mar 05, 2020 19:03
KOLKATA: Taking forward its vision to become a ‘Total Beverage Company with strong local roots’, Coca-Cola India announced West Bengal as its key growth market and unveiled strategic plans to showcase commitment to the state. 
Sep 07, 2019 04:09
LYON: UEFA and Coca-Cola have announced a deal that will see the beverage manufacturer become the official non-alcoholic beverage sponsor for UEFA EURO 2020. Next summer’s competition will have a particularly European feel, with the tournament being hosted in 12 cities across the continent to celebrate the 60th anniversary of the UEFA EURO.
Jun 17, 2019 18:06
MUMBAI: Three years after Mahendra Singh Dhoni ended his high-profile endorsement deal of 11 years with US food and beverage giant Pepsico, the cricket superstar has signed up with rival Coca-Cola as the Indian face of its just-launched sports drink Powerade.
Mar 19, 2019 11:03
LONDON: Formula 1 team McLaren Racing announced Saturday that it will be extending and enhancing its association with global beverage giant Coca-Cola for the 2019 championship season. Originally, the deal was signed for the US, Mexican, Brazilian and Abu Dhabi Grands Prix in the 2018 season. The races marked the first instance of the Coca-Cola brand carried on a Formula 1 car.
Feb 16, 2019 14:02
TOKYO: World Rugby Friday announced a new partnership with Japan’s Suntory Holdings Limitied as its official soft drinks supplier for the Rugby World Cup 2019 scheduled to be held in the country in September.
Feb 09, 2019 16:02
IRVINE, Calif.: The Overwatch League Friday announced sponsorship deals with top brands including Coca-Cola, Toyota, T-Mobile, HP, and Intel.
Jan 31, 2019 12:01
NEW DELHI: The International Cricket Council and Coca-Cola Thursday announced that they have entered into a five-year global strategic partnership. The partnership will see The Coca-Cola Company’s brands becoming exclusive non-alcoholic beverage partners of the ICC until 2023. Coca-Cola replaces PepsiCo as ICC's global sponsor, breaking mid-way the latter's eight-year deal that was signed in 2015.