Coca-Cola Reveals Details About Spieth Partnership

(ATR) Jordan Spieth might have faltered in his quest for a second Masters title, but undoubtedly the immensely talented golfer will have more opportunities in future majors and at golf’s return to the Olympic Games in Rio.

Olympic TOP sponsor Coca-Cola is banking on it.

Coca-Cola signed the 22-year-old Spieth to a multi-year partnership in January, something the beverage giant hopes to maximize over the coming months in the lead-up to this summer’s Olympic Games.

The Olympic TOP sponsor revealed some of the details about the newfound cooperation with Spieth to Around the Rings, including those related to the Rio Games.

"As an Olympic hopeful, Jordan is a member of our Coca-Cola six-pack of athletes for the Rio 2016 Olympic Games," said Dina Gerson, director of Olympic Marketing for Coca-Cola North America. "Our U.S. Olympic program will be in market from July 18 – August 21, so you can expect that Jordan will be extremely visible during that time across the entire country.

"Our Olympic partnership with Jordan will involve commercials, digital and social media and point of sale," Gerson said.

Coca-Cola’s marketing strategy includes giving Spieth a guaranteed spot on its Olympian cans. The Atlanta-based Olympic TOP sponsor would not divulge finances of the Spieth sponsorship.

Spieth is currently the world’s number two ranked golfer and will certainly secure his place at the Games when qualification officially closes on July 11.

"As an Olympic TOP sponsor, we are happy that golf is returning to the Olympic Games and couldn’t be more excited for Jordan to compete in the ‘5th Major,’"Gerson said. " We will be cheering him on every step of the way, both on and off the golf course.

"Jordan will be invited to participate in our Coca-Cola on-site hospitality prior to, during and after he competes in Rio," Gerson said. "Our additional activation plans for Rio are still in development," she added.

In addition to Spieth’s involvement with Coca-Cola products, he’ll also represent the corporation’s water brand Dasani.

"Jordan is partnering with Dasani, but his likeness won’t be on Dasani packaging," Gerson informed. "Jordan will be an ambassador for the brand beyond the Olympics as well."

At the 80th Masters tournament two weekends ago, the Texas golfer squandered the commanding lead he held for more than three rounds when he twice plunked his ball in the water on the par-three 12th hole at Sunday’s final round. He carded a quadruple bogey seven, throwing away his chances for a second consecutive Masters’ title.

Following the collapse, Spieth demonstrated character and class when, as tradition dictates, he had to place the Masters’ winner’s green jacket on Great Britain’s Danny Willett at the post tournament ceremony under painful circumstances.

Coca-Cola underlined some of the exemplary traits that Spieth has exhibited in his young pro golf career.

"As a company, what we admire most about Jordan is the way he has embraced being a role model," Gerson said. "His actions, values and character both on and off the course make him an ideal Coca-Cola brand ambassador."

In a statement released after the deal was inked in January, Spieth said: "Coca-Cola has always been associated with iconic sporting events and some of the world’s greatest athletes, so this is an incredibly cool opportunity for me. As a brand ambassador, I look forward to growing awareness for the sport of golf globally and engaging with fans in exciting new ways."

More than likely, Coca-Cola’s longtime partnership with the Olympic Games, which dates to 1928, and golf’s highly anticipated return, following an absence or more than a century, played a factor in the deal.

With Coca-Cola and AT&T, Spieth has two of the top 100 companies in the world as sponsors. He also has a 10-year agreement with Under Armour as well as deals with Titleist, Rolex and NetJets. It is estimated that Spieth made $53 million on and off the course in 2015.

Considering Spieth’s spectacular 2015 season – in which he stormed to Major tournament victories at the Masters and U.S. Open en route to becoming PGA Tour Player of the Year – the American golfing star is deemed among the favorites for Olympic gold, when 60 players tee it up in Rio, Aug. 11-14.

Reported by Brian Pinelli

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