Indiantelevision.com Team

(28 April 2007 3:00 pm)

MUMBAI: Beverage conglomerate Coca-Cola will sponsor the Olympic Torch Relay for the Beijing 2008 Olympic Games, the Vancouver 2010 Olympic Winter Games, the London 2012 Olympic Games, and the Olympic Games of 2014, 2016, 2018 and 2020.

The firm has been the longest corporate sponsor of the Olympics, dating back to 1928. Coca-Cola also presented the Atlanta 1996, Nagano 1998, Salt Lake 2002, Athens 2004 and Torino 2006 Olympic Torch Relays.

The Beijing Organizing Committee for the Games of the XXIX Olympiad (Bocog) has unveiled the ambitious, global itinerary for the Beijing 2008 Olympic Torch Relay. The voyage has been themed The Journey of Harmony.

Beginning in late March 2008, the Olympic Flame will be shared with citizens in at least 19 cities across the world -- as well as Taipei, Hong Kong and Macau. Following its round-the-world tour, the Olympic Torch Relay will travel throughout mainland China, prior to arriving in Beijing, host city for the 2008 Olympic Games.

Coca-Cola, which first became a presenting sponsor of the Olympic Torch Relay for the Atlanta 1996 Centennial Olympic Games, will co-present the Beijing 2008 Olympic Torch Relay with Samsung and Lenovo. All three companies are Worldwide Partners of the International Olympic Committee and sponsors of the Beijing 2008 Olympic Games.

The firm notes that the Torch Relay builds awareness and anticipation for the upcoming Olympic Games, and it has become a symbol of optimism that connects people across different cultures.

Coca-Cola will integrate its global advertising campaign Coke Side of Life in all marketing communications for the Olympic Games through the theme of Live Olympic on the Coke Side of Life. The message is an invitation to live on the positive side of life and shares the values of inspiration and the belief that an individual can make a difference that are also embodied in the Olympic spirit.

By tradition, the Olympic Flame will be ignited by the sun’s rays in the ancient Greek city of Olympia. The flame will be lighted on 26 March , 2008, and delivered to Beijing on 31 March.

From 1 April 2007, the Olympic Torch Relay will travel around the world for 33 days, visiting seveal cities including Mumbai on 17 April 2008.

On 4 May, 2008, the Olympic Flame will return to mainland China for a major cross-country portion of the Olympic Torch Relay that will last more than three months. This segment of the event will cover areas with more than 750 million people which is nearly two-thirds of China’s population. The Torch Relay will pass through 113 cities in 31 Chinese provinces, autonomous regions and municipalities.

On 8 August, 2008 the Olympic Torch Relay will culminate with the lighting of the cauldron in the Olympic Stadium of Beijing, signaling the start of the Games of the XXIX Olympiad.

Bocog officials estimate that approximately 22,000 torchbearers will participate in the Torch Relay, including 2,600 in the countries and territories outside of China. Five thousand escort runners also will be recruited for the Olympic Torch Relay inside mainland China only.

Coca-Cola will look play a role in inviting local communities to nominate inspiring local people to be torchbearers for the 2008 Olympic Torch Relay in China and other host cities.

Coca-Cola has been continuously associated with the Olympic Games since 1928 – longer than any other corporate sponsor. A couple of years ago Coca-Cola nd the International Olympic Committee announced the renewal of their historic partnership for an unprecedented 12 years, from 2009 through 2020.