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Coca Cola’s sponsorship of the Olympic Games

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“That’s part of the problem with living in this fast paced digital age,” Maser said. “If somebody can just use a symbol or a name or something simple to associate with the Games, then they’re trading on what a sponsor pays money for,” said Bikoff. Coca Cola’s sponsorship of the Olympic Games dates back to 1928, and today the company is one of 10 exclusive worldwide sponsors in the Olympic Partner program with deals valued at upward of $100 million for multiyear rights.

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