The Coca-Cola Company

The Coca-Cola Company is an American multinational beverage corporation incorporated under Delaware's General Corporation Law[lower-alpha 1] and headquartered in Atlanta, Georgia. The Coca-Cola Company has interests in the manufacturing, retailing, and marketing of nonalcoholic beverage concentrates and syrups. The company produces Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton. In 1889, the formula and brand were sold for $2,300 to Asa Griggs Candler, who incorporated The Coca-Cola Company in Atlanta in 1892.

This article is about the company. For the carbonated beverage, see Coca-Cola.

The Coca-Cola Company
TypePublic
ISINUS1912161007
IndustryBeverage
FoundedJanuary 29, 1892 (1892-01-29)
Atlanta, Georgia, U.S.
Founders
Headquarters
Atlanta, Georgia
,
U.S.
Area served
Worldwide
Key people
James Quincey
(Chairman and CEO)
Brian Smith
(President and COO)
ProductsList of The Coca-Cola Company products
Revenue US$37.27 billion (2019)[1]
US$10.09 billion (2019)[1]
US$8.92 billion (2019)[1]
Total assets US$86.38 billion (2019)[1]
Total equity US$18.98 billion (2019)[1]
Number of employees
 86,200 (2019)[1]
SubsidiariesList of The Coca-Cola Company subsidiaries
Websitewww.coca-colacompany.com

The company has operated a franchised distribution system since 1889.[2] The Company largely produces syrup concentrate, which is then sold to various bottlers throughout the world who hold exclusive territories. The company owns its anchor bottler in North America, Coca-Cola Refreshments.[3] The company's stock is listed on the NYSE and is part of DJIA and the S&P 500 and S&P 100 indexes. The Coca-Cola Company is the world's largest producer of plastic waste.

History
Main article: Coca-Cola
The Coca-Cola Company logo until June 2020.

In July 1886, pharmacist John Stith Pemberton from Columbus, Georgia invented the original Coca-Cola drink, which was advertised as helpful in the relief of headache, to be placed primarily on sale in drugstores as a medicinal beverage, Pemberton continued mixing experiments and reached his goal during the month of May, the new product as yet unnamed nor a carbonated drink, was ready for the market and was made available for sale.[4] Pemberton's bookkeeper, Frank M. Robinson, is credited with naming the product and creating its logo.[5] Robinson chose the name Coca-Cola because of its two main ingredients (coca leaves and kola nuts) and because it sounded like an alliteration. John Pemberton had taken a break and left Robinson to make and promote, as well as sell Coca-Cola on his own. He promoted the drink with the limited budget that he had, and succeeded.[6]

In 1889, American businessman Asa Griggs Candler completed his purchase of the Coca-Cola formula and brand from Pemberton's heirs. In 1892, the Coca-Cola Company was formally founded in Atlanta by Candler. By 1895, Coca-Cola was being sold in every state in the union.[7] In 1919, the company was sold to Ernest Woodruff's Trust Company of Georgia.[8]

Coca-Cola's first ad read "Coca Cola. Delicious! Refreshing! Exhilarating! Invigorating!"[6] Candler was one of the first businessmen to use merchandising in his advertising strategy. As of 1948, Coca-Cola had claimed about 60% of its market share.[7] By 1984, The Coca-Cola Company's market share decreased to 21.8% due to new competitors, namely Pepsi.[7]

Acquisitions

Coca-Cola acquired Minute Maid in 1960 for an undisclosed amount.[9][10] In 1982, it acquired the movie studio Columbia Pictures for $692 million.[11] Columbia was sold to Sony for $3 billion in 1989.[11]

The company acquired the Indian cola brand Thums Up in 1993,[12] and Barq's in 1995.[13] In 1999, Coca-Cola purchased 50% of the shares of Inca Kola for $200 million, subsequently taking control of overseas marketing and production for the brand.[14] In 2001, it acquired the Odwalla brand of fruit juices, smoothies, and bars for $181 million.[15][16] It announced Odwalla's discontinuation in 2020.[17] In 2007, it acquired Fuze Beverage from founder Lance Collins and Castanea Partners for an estimated $250 million.[18][19]

The company's 2009 bid to buy Chinese juice maker Huiyuan Juice Group ended when China rejected its $2.4 billion bid, on the grounds the resulting company would be a virtual monopoly.[20] Nationalism was also thought to be a reason for aborting the deal.[21]

In 2011, it acquired the remaining stake in Honest Tea, having bought a 40% stake in 2008 for $43 million.[22] In 2013, it finalized its purchase of ZICO, a coconut water company.[23][24][25] In August 2014, it acquired a 16.7% (currently 19.36% due to stock buy backs) stake in Monster Beverage for $2.15 billion with an option to increase it to 25%, as part of a long-term strategic partnership that includes marketing and distribution alliance, and product line swap.[26] In 2015, the company took a minority stake ownership in the cold pressed juice manufacturer, Suja Life LLC.[27][28] In December 2016, it bought many of the former SABMiller's Coca-Cola operations.[29] The Coca-Cola Company owns a 68.3% stake in Coca-Cola Bottlers Africa. Coca-Cola Bottlers Africa's headquarters located in Port Elizabeth South Africa.

The Coca-Cola Company acquired a 40% stake in Chi Ltd on January 30, 2016. The Coca-Cola Company acquired the remaining 60% stake in Chi Ltd on January 30, 2019.

In 2017, The Coca-Cola Company acquired Mexican sparkling water brand Topo Chico.[30]

On August 31, 2018, it agreed to acquire Costa Coffee from Whitbread for £3.9bn. The acquisition closed on January 3, 2019.[31] During August 2018, The Coca-Cola Company acquired Moxie for an undisclosed amount.[32] On August 14, 2018, The Coca-Cola Company announced a minority interest in Body Armor.[33] On September 19, 2018, The Coca-Cola Company acquired Organic & Raw Trading Co. Pty Ltd the manufacturer of MOJO Kombucha in Willunga, Australia.

On October 5, 2018, The Coca-Cola Company acquired a 22.5% stake in MADE Group from the company's three founders: Luke Marget, Matt Dennis, and Brad Wilson. The Coca-Cola Company owns a 30.8% stake in Coca-Cola Amatil Ltd; therefore, The Coca-Cola Company owns a further 6.93% stake in MADE Group through its ownership stake in Coca-Cola Amatil Ltd.

Revenue and sales
The Coca-Cola Company's Minute Maid group North America offices in Sugar Land Town Square, Sugar Land, Texas, United States

According to The Coca-Cola Company's 2005 Annual Report, it had sold beverage products in more than 200 countries that year.[34] The 2005 report further states that of the more than 50 billion beverage servings of all types consumed worldwide, daily, beverages bearing the trademarks owned by or licensed to Coca-Cola account for approximately $1.5 billion. Of these, beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately 78% of the company's total gallon sales.[34]

In 2010, it was announced that Coca-Cola had become the first brand to top £1 billion in annual UK grocery sales.[35] In 2017, Coca-Cola sales were down 11% from the year before due to consumer tastes shifting away from sugary drinks.[36]

Year Revenue
in mil. USD		 Net income
in mil. USD		 Price per Share
in USD		 Employees
2000[37] 17,354 2,177 27.71
2001[37] 17,545 3,969 24.35
2002[37] 19,394 3,050 24.88
2003[37] 20,857 4,347 22.04
2004[38] 21,742 4,847 23.22
2005[39] 23,104 4,872 21.38
2006[40] 24,088 5,080 21.94
2007[41] 28,857 5,981 26.89 90,500
2008[42] 31,944 5,807 26.91 92,400
2009[43] 30,990 6,824 24.38 92,800
2010[44] 35,119 11,787 28.26 139,600
2011[45] 46,542 8,584 33.32 146,200
2012[46] 48,017 9,019 37.06 150,900
2013[47] 46,854 8,584 39.66 130,600
2014[48] 45,998 7,098 40.84 129,200
2015[49] 44,294 7,351 41.24 123,200
2016[50] 41,863 6,527 43.54 100,300
2017[51] 35,410 1,248 44.34 61,800
2018[52] 34,300 6,434 45.41 62,600
2019[53] 37,266 8,920 50.82 86,200

Stock
Certificate of Purchase Class A Stock for 20 Shares of The Coca-Cola Company, issued February 20, 1929

Since 1919, Coca-Cola has been a publicly traded company.[54] Its stock is listed on the New York Stock Exchange under the ticker symbol "KO".[55] One share of stock purchased in 1919 for $40, with all dividends reinvested, would have been worth $9.8 million in 2012, a 10.7% annual increase adjusted for inflation.[56] A predecessor bank of SunTrust received $100,000 for underwriting Coca-Cola's 1919 public offering; the bank sold that stock for over $2 billion in 2012.[57] In 1987, Coca-Cola once again became one of the 30 stocks which makes up the Dow Jones Industrial Average, which is commonly referenced as a proxy for stock market performance; it had previously been a Dow stock from 1932 to 1935.[58] Coca-Cola has paid a dividend since 1920 and, as of 2019, had increased it each year for 57 years straight.[59][60][61][62]

Staff and management

The following are key management as of May 2017 (excluding VP positions and regional leaders):[63]

  • James Quincey (Chairman of the Board and chief executive officer)
  • Brian Smith (president and chief operating officer)
  • Marcos de Quinto (chief marketing officer)
  • Andrew M. Kotulak. (President, Coca‑Cola North America)
  • Lisa Chang (Chief People Officer)
  • Irial Finan (President, Bottling Investments Group)
  • Bernhard Goepelt (General Counsel and Chief Legal Counsel)
  • Julie Hamilton (Chief Customer and Commercial Leadership Officer)
  • Brent Hastie (Senior Vice President, Strategy and Planning)
  • Nancy Quan (Chief Technical Officer)
  • Barry Simpson (chief information officer)
  • Clyde C. Tuggle (Chief Public Affairs and Communications Officer)
  • Kathy N. Waller (chief financial officer)
  • Craig Williams (President, The McDonald's Division)

The following are all directors as of November 2016:[63]

Bottlers
Coca-Cola

In general, The Coca-Cola Company and its subsidiaries only produce syrup concentrate, which is then sold to various bottlers throughout the world who hold a local Coca-Cola franchise.[64] Coca-Cola bottlers, who hold territorially exclusive contracts with the company, produce the finished product in cans and bottles from the concentrate, in combination with filtered water and sweeteners. The bottlers then sell, distribute, and merchandise the Coca-Cola product to retail stores, vending machines, restaurants, and food service distributors.[64] Outside the United States, these bottlers also control the fountain business.

Since the 1980s, the company has actively encouraged the consolidation of bottlers, with the company often owning a share of these "anchor bottlers."[65]

Outside North America

The company's largest bottlers outside North America are:[66]

In the United States
Houston Coca-Cola Bottling Company

In the United States, the company bypasses bottlers by manufacturing and selling fountain syrups directly to authorized fountain wholesalers and some fountain retailers.[68]

As of 2014, after purchasing the North American assets of Coca-Cola Enterprises, the company directly owns 100% of Coca-Cola Refreshments, the anchor bottler of Coca-Cola products in North America, representing about 90% of Canada and 80% of the United States.

Other major bottlers in the United States are:

In September 2015, the company announced the sale of several production plants and territories to Swire, Consolidated, and United, and creation of the Coca-Cola National Product Supply System which controls 95% of the territory in the United States.[69]

Consumer relations and civic involvement

After Martin Luther King, Jr. won the 1964 Nobel Peace Prize, plans for an interracial celebratory dinner in still-segregated Atlanta were not initially well supported by the city's business elite until Coca-Cola intervened.[70]

J. Paul Austin, the chairman and CEO of Coca-Cola, and Mayor Ivan Allen summoned key Atlanta business leaders to the Commerce Club's eighteenth-floor dining room, where Austin told them flatly, 'It is embarrassing for Coca-Cola to be located in a city that refuses to honor its Nobel Prize winner. We are an international business. The Coca-Cola Company does not need Atlanta. You all need to decide whether Atlanta needs the Coca-Cola Company.' Within two hours of the end of that meeting, every ticket to the dinner was sold.

— Andrew Young[71]

Throughout 2012, Coca-Cola contributed $1,700,500 to a $46 million political campaign known as "The Coalition Against The Costly Food Labeling Proposition, sponsored by Farmers and Food Producers".[72] This organization was set up to oppose a citizen's initiative, known as Proposition 37, demanding mandatory labeling of foods containing genetically modified ingredients.[73]

In 2012, Coca-Cola was listed as a partner of the (RED) campaign, together with other brands such as Nike, Girl, American Express, and Converse. The campaign's mission is to prevent the transmission of the HIV virus from mother to child by 2015 (the campaign's byline is "Fighting for an AIDS Free Generation").[74]

Plastic production and waste
See also: Plastic pollution

The Coca-Cola Company is the world's largest producer of plastic waste, for two years in a row[75] producing over 3 million tonnes of plastic packaging each year including 110 billion plastic bottles. The company's global chief executive has admitted that Coca-Cola has no plans to reduce its use of plastic bottles;[76] in fact, the company has "quietly fought efforts" to reduce the amount of plastic waste it creates, partly by opposing bottle bill legislation.[77] The head of sustainability Bea Perez has said they will continue to use plastic, claiming "customers like them because they reseal and are lightweight".

Criticism
Main article: Criticism of Coca-Cola

Since the early 2000s, the criticisms over the use of Coca-Cola products as well as the company itself, escalated with concerns over health effects, environmental issues, animal testing, economic business practices and employee issues.[78] The Coca-Cola Company has been faced with multiple lawsuits concerning these various criticisms.[79]

Advertising
A Chevrolet Express van bearing the logo of The Coca-Cola Company.

Coca-Cola advertising has "been among the most prolific in marketing history," with a notable and major impact on popular culture and society as a whole.

The product is ranked the number one soft drink, repeatedly, internationally, and has notoriety as the first soft drink consumed by astronauts in space. Coca-Cola employs a diverse range of integrated marketing communications to advertise through direct marketing, web-based media, social media, and sales promotions (Stringer, 2015).[80]

Direct marketing

They have exclusive vendor company partnerships, which eliminates competition, e.g. cinemas and restaurants only serving Coca-Cola over Pepsi. At sponsored sporting events, they again eliminate competition by attaining sole sale rights as well as VIP sales opportunities to important clients, for example, baseball fields. Coca-Cola has exclusive partnerships with McDonald's, Burger King, Wendy's, Domino's Pizza, Subway and many other fast-food chains. Coca-Cola has exclusive partnerships with Delta Air Lines, United Airlines, Southwest Airlines and many other airlines.

Viral marketing

The company also markets via mobile marketing in text messages, e.g. viral marketing campaigns (Stringer, 2015).[80]

Web and social media

They set the industry benchmark as the brand so universally recognized that audience building is unnecessary. Their fan engagement spans 86 million globally across social media channels. They deliver a consistently unified message whether it be through new products, online interaction, and social, cultural, or sporting events (Stringer, 2015).[80]

Sales and promotions

In the retail setting, direct store beverage delivery trucks (mobile advertising) as well as point of sale coolers and vending machines have bright red logo blazoned branding. In terms of foodservice, Coca-Cola is a food pairing suggestion that is now ingrained as a food match, e.g., for popcorn, burgers, fries, and hot dog combos (Stringer, 2015).[80]

Products and brands
Main article: List of Coca-Cola brands
See also: List of assets owned by The Coca-Cola Company
Coca-Cola Company's office building in Madrid (Spain)

As of 2020, the Coca-Cola Company offers more than 500 brands in over 200 countries. In September 2020, the company announced that it would cut more than half of its brands, as a result of the economic effects caused by the COVID-19 pandemic.[81]

Columbia Pictures

Coca-Cola bought Columbia Pictures in 1982, owing to the low monetary value of the studio. The film company was the first and only studio ever owned by Coca-Cola. During its ownership of the studio, Columbia released many popular films including Ghostbusters, Stripes, The Karate Kid, and some others. However, two years after the critical and commercial failure of the 1987 film Ishtar, Columbia was spun-off and then sold to Tokyo-based Sony in 1989.[11]

World of Coca-Cola
Main article: World of Coca-Cola

Coca-Cola operates a soft drink themed tourist attraction in Atlanta, Georgia; the World of Coca-Cola is a multi-storied exhibition. It features flavor sampling and a history museum, with locations in Las Vegas, Nevada and Lake Buena Vista, Florida.[82][83]

Other soft drinks

The Coca-Cola Company also produces a number of other soft drinks including Fanta (introduced circa 1941) and Sprite. Fanta's origins date back to World War II during a trade embargo against Germany on cola syrup, making it impossible to sell Coca-Cola in Germany. Max Keith, the head of Coca-Cola's German office during the war, decided to create a new product for the German market, made only from products available in Germany at the time, which they named Fanta.[84] The drink proved to be a hit, and when Coke took over again after the war, it adopted the Fanta brand as well. Fanta was originally an orange-flavored soft drink that can come in plastic bottles or cans. It has become available in many different flavors now such as grape, peach, grapefruit, apple, pineapple, and strawberry.

In 1961, Coca-Cola introduced Sprite, a lemon-lime soft drink, and another of the company's bestsellers and its response to 7 Up.

Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as a sugar substitute. Introduced in 1963, the product was sold until fall 2020,[85] although its sales had dwindled since the introduction of Diet Coke.[86]

An ad in Berlin, Germany.

Coca-Cola South Africa also released Valpre Bottled "still" and "sparkling" water.

In 1969, the company released Simba, which was a take on Mountain Dew, and had packaging that was African desert-themed, replete with an African Lion as the symbol of the brand. The tagline was "Simba – It Conquers the African Thirst."

Also in 1969, the company released a line of products under the name of Santiba, which was targeted for mixing cocktails and party usage, products including Quinine water and Ginger Ale. Like the above-mentioned Simba, the Santiba line of products was short-lived in the marketplace.

BreakMate
Main article: BreakMate

No longer manufactured, the Coca-Cola BreakMate was a three-flavor dispenser introduced by Coca-Cola and Siemens in 1988. Intended for use in offices with five to fifty people,[87] its refrigerated compartment held three individual one-litre plastic containers of soda syrup and a CO2 tank. Like a soda fountain, it mixed syrup in a 1:5 ratio with carbonated water. In North America, Coca-Cola discontinued spare BreakMate parts in 2007 and stopped distributing the syrup in 2010.[88]

Healthy beverages

During the 1990s, the company responded to the growing consumer interest in healthy beverages by introducing several new non-carbonated beverage brands. These included Minute Maid Juices to Go, Powerade sports beverage, flavored tea Nestea (in a joint venture with Nestlé), Fruitopia fruit drink, and Dasani water, among others. In 2001, the Minute Maid division launched the Simply Orange brand of juices including orange juice. In 2016, Coca-Cola India introduced Vio to enter into the value-added dairy category. The product lays the foundation for Coca-Cola's new segment after carbonated beverages, water and juices.[89]

In 2004, perhaps in response to the burgeoning popularity of low-carbohydrate diets such as the Atkins diet, Coca-Cola announced its intention to develop and sell a low-carbohydrate alternative to Coke Classic, dubbed C2 Cola. C2 contains a mix of high fructose corn syrup, aspartame, sucralose, and Acesulfame potassium. C2 is designed to more closely emulate the taste of Coca-Cola Classic. Even with less than half of the food energy and carbohydrates of standard soft drinks, C2 is not a replacement for zero-calorie soft drinks such as Diet Coke. C2 went on sale in the U.S. on June 11, 2004, and in Canada in August 2004; it was replaced in 2013 by Coca-Cola Life.

Starting in 2009, The Coca-Cola Company invested in Innocent Drinks, first with a minor stake, increasing to 90% in the first quarter of 2013.[90]

It was in May 2014 when Finley, a sparkling fruit-flavored drink, was launched in France. It was launched in other countries later,[91] including Belgium and Luxembourg in September 2014. Coca-Cola first started developing the drink in Belgium in 2001.[92] As of 2014, the drink is targeted for adults, and is low in sugar with four flavors.[91]

Best selling

Coca-Cola is the best-selling soft drink in most countries, and was recognized as the number one global brand in 2010.[93] While the Middle East is one of the only regions in the world where Coca-Cola is not the number one soda drink, Coca-Cola nonetheless holds almost 25% market share (to Pepsi's 75%) and had double-digit growth in 2003.[94] Similarly, in Scotland, where the locally produced Irn-Bru was once more popular, 2005 figures show that both Coca-Cola and Diet Coke now outsell Irn-Bru.[95] In Peru, the native Inca Kola has been more popular than Coca-Cola, which prompted Coca-Cola to enter in negotiations with the soft drink's company and buy 50% of its stakes. In Japan, the best selling soft drink is not cola, as (canned) tea and coffee are more popular.[96] As such, The Coca-Cola Company's best selling brand there is not Coca-Cola, but Georgia.[97] In May 2016, The Coca-Cola Company temporarily halted production of its signature drink in Venezuela due to sugar shortages.[98] Since then, The Coca-Cola Company has been using "minimum inventories of raw material" to make their signature drinks at two production plants in Venezuela.[99]

Information

On July 6, 2006, a Coca-Cola employee and two other people were arrested and charged with trying to sell trade secret information to the soft drink maker's competitor PepsiCo for $1.5 million. The recipe for Coca-Cola, perhaps the company's most closely guarded secret, was never in jeopardy; instead, the information was related to a new beverage in development. Coca-Cola executives verified that the trade secret documents in question were genuine and proprietary to the company. At least one glass vial containing a sample of a new drink was offered for sale, court documents said. The conspiracy was revealed by PepsiCo, which notified authorities when it was approached by the conspirators.[100]

Green tea

The company announced a new "negative calorie" green tea drink, Enviga, in 2006, along with trying coffee retail concepts Far Coast and Chaqwa.

Glaceau

On May 25, 2007, Coca-Cola announced it would purchase Glaceau, a maker of flavored vitamin-enhanced drinks (vitamin water), flavored waters, and Burn energy drinks, for $4.1 billion in cash.[101]

Huiyuan Juice

On September 3, 2008, Coca-Cola announced its intention to make cash offers to purchase China Huiyuan Juice Group Limited (which had a 42% share of the Chinese pure fruit juice market[102]) for US$2.4bn (HK$12.20 per share).[103] China's ministry of commerce blocked the deal on March 18, 2009, arguing that the deal would hurt small local juice companies, could have pushed up juice market prices, and limited consumers' choices.[104]

Coke Mini can

In October 2009, Coca-Cola revealed its new 90-calorie mini can that holds 7.5 fluid ounces.[105] The mini can is often sold in 8 packs. Despite costing nearly 30 percent more per ounce, the mini cans have been met with positive sales figures.[106]

Holiday can

In November 2011, Coca-Cola revealed a seasonal design for its regular Coke cans as part of a partnership with the World Wildlife Fund. However, it was withdrawn only a month after release due to consumer complaints about a similar look to the silver cans commonly used for Diet Coke. There were also complaints about deviating from traditional red as the color of Coca-Cola cans previously.[107]

Stake in Monster Beverage

It was announced on August 14, 2014, that Coca-Cola Co is making a cash payment of $2.15 billion for a 16.7 percent stake in Monster Beverage Corp to expand its market for energy drinks. Coke's ownership in Full Throttle and Burn will be transferred to Monster. In return, Monster will transfer its ownership in Hansen's Natural Sodas and Peace Iced Tea and Blue Sky Soda to The Coca-Cola Company. Muhtar Kent, Coke's former chief executive officer, stated that the company has the option to increase its stake to 25 percent but cannot exceed that percentage in the next four years.[108][109] Due to share buy backs by the board of directors of Monster Beverage Corporation, The Coca-Cola Company's stake has since increased to 19.36% 102121602 shares.

Sponsorship

Coca-Cola's advertising expenses accounted for US$3.256 billion in 2011.[110]

Sports

Coca-Cola sponsored the English Football League from the beginning of the 2004–05 season (beginning August 2004) to the start of 2010/11 season, when the Football League replaced it with NPower. Along with this, Coca-Cola sponsored the Coca-Cola Football Camp, that took place in Pretoria, South Africa during the 2010 FIFA World Cup, during which hundreds of teenagers from around the world were able to come together and share their love of the game, partly due to Best Buy's efforts through their @15 program.[111]

Other major sponsorships include the AFL, NHRA, NASCAR, the PGA Tour, NCAA Championships, the Olympic Games, the NRL, the FIFA World Cups, Premier League and the UEFA European Championships. The company partnered with Panini to produce the first virtual sticker album for the 2006 FIFA World Cup, and they have collaborated for every World Cup since.[112] Each fall, Coca-Cola is the sponsor of the TOUR Championship by Coca-Cola held at the East Lake Golf Club in Atlanta, Georgia. The Tour Championship is the season ending tournament of the PGA Tour. In the Philippines, it has a team in the Philippine Basketball Association, the Powerade Tigers.

Since the season of 2019 is the title sponsor of the Uzbekistan Super League in football, and this league is officially called Coca-Cola Uzbekistan Super League. Coca-Cola has also sponsored the Overwatch league since season two. They also sponsor all major Overwatch tournaments such as the world cup .[113] In February 2020, Coca-Cola became the title sponsor for the eNASCAR iRacing series.[114][115]

Television

The company sponsored the popular Fox singing-competition series American Idol from 2002 until 2014.

Coca-Cola was a sponsor of the nightly talk show on PBS, Charlie Rose in the US.[116]

Coca-Cola is also an executive producer of Coke Studio (Pakistan). It was a franchising that started in Brazil, broadcast by MTV Brasil and there are various adaptations of Coke Studio such as Coke Studio (India) and Coke Studio (Africa).[117]

Theme parks

While not necessarily having naming rights to anything in all locations, the company does sponsor and provide beverages in many theme parks, usually in an exclusive capacity. This includes the Walt Disney Parks and Resorts,[lower-alpha 2] Merlin Entertainment, Universal Parks & Resorts, Six Flags, Cedar Fair, and SeaWorld Entertainment which are six of the nine largest theme park operators worldwide (it is unknown whether OCT Parks China, the Chimelong Group, or Fantawild, the fourth, seventh, and eighth largest theme park operators respectively, use Coca-Cola).[120]

The company also directly sponsors, with naming rights, the Coca-Cola London Eye and the Coca-Cola Orlando Eye.[121][122]

The company also operates "Coca-Cola" visitor centers in Israel, Belgium and Turkey.[123][124][125]

See also

References

Notes
  1. Originally incorporated in Georgia but reincorporated in Delaware State following an investor buyout in 1919 (see History of Coca-Cola)
  2. Shanghai Disney Resort uses Pepsi. It is the only Disney Parks location to serve Pepsi and not Coca-Cola.[118][119]

Citations
  1. "2019 Annual Report (Form 10-K)" (PDF). The Coca-Cola Company. February 24, 2020. Retrieved September 5, 2020.
  2. "The Story of Coca-Cola: A Successful Franchising Strategy". Prestige Franchising Limited. April 27, 2017. Retrieved November 30, 2020.
  3. Merced, Michael J. de la (February 25, 2010). "Coke Acquires North American Unit of Bottler (Published 2010)". The New York Times. ISSN 0362-4331. Retrieved November 30, 2020.
  4. Garrett 1969, p. 121.
  5. "Where did Coca-Cola really come from? Company responds to surprising rumor". TODAY.com. Archived from the original on September 7, 2018. Retrieved September 6, 2018.
  6. Pendergrast, Mark (2013). For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It, 3d ed. New York: Basic Books.
  7. "What Coca-Cola's Marketing Blunder Can Teach Us About America". Time. Archived from the original on August 21, 2018. Retrieved September 6, 2018.
  8. "7 strategies Coca-Cola used to become one of the world's most recognizable brands". Business Insider. Archived from the original on September 7, 2018. Retrieved September 6, 2018.
  9. "History of The Minute Maid Company". Fundinguniverse.com. Archived from the original on January 5, 2012. Retrieved July 29, 2012.
  10. "Merger Discussions Being Held By Coca-Cola and Minute Maid; Soft Drink Company Would Issue 1 Share for 2.2 of Citras Juice Concern COCA-COLA HOLDS TALKS ON MERGER (Published 1960)". The New York Times. September 9, 1960. ISSN 0362-4331. Retrieved November 30, 2020.
  11. Sellers, Patricia; Woods, Wilton (October 13, 1997). "WHERE COKE GOES FROM HERE". Fortune. Archived from the original on August 21, 2011. Retrieved October 10, 2011.
  12. "Strong Cola Taste, Macho Personality". Archived from the original on February 26, 2009.
  13. Barq's Root Beer: History Archived September 21, 2012, at the Wayback Machine, Coca-Cola. Retrieved January 2, 2013.
  14. https://knowledge.wharton.upenn.edu/article/branding-lessons-from-inca-kola-the-peruvian-soda-that-bested-coca-cola/
  15. "Coca Cola, Form SC TO-T, Filing Date Oct 30, 2001". secdatabase.com. Archived from the original on May 13, 2013. Retrieved March 27, 2013.
  16. "Coke Buys Odwalla" Archived May 15, 2010, at the Wayback Machine. (October 30, 2001).CNN Money.
  17. Business, Alicia Wallace, CNN. "Coke says it will kill more 'zombie' brands, weeks after dropping Odwalla". CNN. Retrieved July 22, 2020.
  18. "Coca Cola, Form 10-K, Annual Report, Filing Date Feb 21, 2007" (PDF). secdatabase.com. Archived (PDF) from the original on May 13, 2013. Retrieved March 27, 2013.
  19. "Coca-Cola Buys Fuze Beverage" Archived May 11, 2011, at the Wayback Machine. (February 12, 2007) Boulder Daily Camera.
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