UP301 The Buy Side - Coke and the Olympics

Coca Cola and the Olympics is sport's most enduring commercial relationship. But how does it work on the inside? How relevant is the Games to today's Coke drinker? Is the Olympic TOP programme still fit for purpose? And how can the IOC balance its promises around sustainability with the reality of hosting massive, multi-sport events, and sponsored by companies such as Coca Cola, which is one of the biggest producers of plastic in the world?
As VP of Olympic Assets and Marketing, James Williams was Coca Cola's man on the ground at three Summer Games, starting in London 2012, through Rio 2016 and onto the Covid delayed Tokyo Olympics in 2021. 
What he's got to say talks to many of the big themes that dominate the sports business today and in to the future. 
Helping me ask the questions are my regular Buy Side co-hosts, Sally Hancock and Shaun Whatling.

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