Coca-Cola to Present Tokyo Torch Relay

(ATR) IOC TOP Sponsor Coca-Cola will serve as the top-tier sponsor of the Tokyo 2020 Torch Relay.

The company was announced as the presenting partner for the Relay today in a ceremony in Tokyo. Coca-Cola was a presenting partner for both the Rio 2016 and PyeongChang 2018 Torch Relay, along with 10 previous editions.

Coca-Cola will have the right to recruit torchbearers as part of its sponsorship, and use the torch relay emblem in marketing.

"The Olympic Torch Relay always offers us a unique opportunity to bring the magic of Coca-Cola along with inspiration of the Olympics and share it with as many people as possible all over the host country," James Williams, Vice President, Olympic Assets and Experiential Marketing, told Around the Rings about the announcement. "We’ll be celebrating all the great things in the local communities across Japan, highlighting the great local stories across Japan and then the world."

Williams says that Coca-Cola will use the Torch Relay to highlight the "values of diversity and inclusion" throughout Japan. In addition to traditional Coca-Cola sodas, the company also plans to market local products such as Ayataka green tea, Georgia Coffee and llohas mineral water.

A dedicated team in Japan will help Coca-Cola coordinate with Tokyo 2020 on the Relay. So far, only the general route has been announced. In all, the Relay will take 121 days to complete, with seven of those days being reserved for travel. The Relay will start on March 26 and finish on July 24 at the 2020 Opening Ceremony.

Fukushima Prefecture, one of the three prefectures hit by the 2011 Tohoku earthquake and tsunami, will be where the Torch Relay begins. The number of torchbearers is still being determined but Williams says Coca-Cola will release a list of its nominated persons.

"We have a dedicated team here in Japan on the project with a mix of local talent and international experience which is always well supported by the team in Atlanta," Williams said. "Nothing has changed for the way we manage the Olympic Games both globally and locally and we look forward to another successful games execution in 2020."

Written by Aaron Bauer

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