Sponsor Spotlight -- Coke Ups Ad Spending; Triathlon, Oakley Inks Deal

Coke Ups Ad Spending

TOP sponsor Coca-Cola increased its advertising spending in 2010 by 4.5 percent.

Part of those expenditures included the 2010 Winter Olympics in Vancouver. Coke created an ‘Open the Games. Open Happiness’ campaign that featured Olympians and limited edition Olympic games-themed items.

The beverage giant spentnearly $3billion on advertising in 2010, up from around $2.8 billion in 2009, according to its an annual filing with the U.S. Securities and Exchange Commission.

"The increase in advertising expenses reflected the company’s continued investment in our brands and building market execution capabilities," Coke said in the filing.

The TOP sponsor also served as a sponsor of the Olympic Torch Relay. Coke advertised a contest to select 20 torchbearers for the Relay.

Triathlon Signs Oakley for One Year, Wants More

The International Triathlon Union tells Around the Rings its new partnership with Oakley is "for now" a one-year deal.

"They see the world championship series as a property that’s expanding and has a lot of momentum," said ITU marketing director Paul Coleman.

"They see it as the first step to a longer term relationship."

Coleman, also managing director of the seven-stop series, would not disclose financial terms but did say the sponsorship is a cash deal.

The third Dextro Energy Triathlon ITU World Championship Series kicks off in April and wraps up Sept. 10-11 in Beijing.

Though Oakley’s partnership with triathlon is yet to include a London 2012 component, the sunglass giant will have a presence at this year’s official test event, also the penultimate series stop.

"[Triathlon] is a very attractive marketplace for Oakley to be involved in," Coleman told ATR.

"They see the world championship series as the premiere series in the world where the best athletes participate and which the greatest number of TV audiences."

The series has 100 million viewers spread across 140 countries worldwide, according to Coleman.

World Table Tennis Championships New Sponsor

China Unicom has signed on as a sponsor of the World Table Tennis Championship for a fourth time.

The telecommunications company will sponsor the 2011 World Table Tennis Championship in Rotterdam May 8-15.

"TMS is happy to see the return of China Unicom as a Major sponsor of the World Table Tennis Championship," Anders Thunstrom, TMS Managing Director, said in a press release.

"We are hopeful that this will be the beginning of a long-term agreement with this hugely influential and supportive partner."

China Unicom previously sponsored the 2006 Championship in Bremen, Germany, 2007 Championship in Zegreb, Croatia, and 2008 Championship in Guangzhou, China.

Munich 2018 Gains 11th Sponsor

As the IOC Evaluation Commission was visiting Munich, the 2018 bid city signed on retail company Metro Group as its 11th national sponsor.

The sponsorship links corporate and sports in Germany.

"We are very happy about the confidence Metro Group has shown in Munich 2018 by confirming this sponsorship," German Olympic Sports Confederations president Thomas Bach said in a press release.

"Metro Group’s engagement in our bid to bring the 2018 Winter Games to Munich is more proof that, not only is Germany’s economy firmly behind the bid, but that there is also a strong bond between business and sports in this country."

Mikasa Signs with FIVB

Mikasa Corporation will produce the game ball for the International Volleyball Federation 2013-2016.

The partnership deal includes the FIVB Volleyball World Championships, FIVB Volleyball World Cup, FIVB Volleyball World League and World Grand Prix, the FIVB Beach Volleyball World Championships and FIVB Beach Volleyball World Tour.

"Mikasa has shown a strong commitment to the FIVB and the growth of volleyball and beach volleyball for more than 40 years," Jizhong Wei, FIVB president, said.

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With reporting from Isia Reaves Wilcox

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