Coca-Cola and the credit crunch

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Despite the financial pressures due to the credit crunch, Coca-Cola is committed to sponsoring major football events such as the World Cup and European Championship.

Dominique Reiniche, the president of Coca-Cola's European operations, say they would continue to invest in sports notably soccer, at the top end and grassroots level.

"We don't see ourselves as sponsors, but as partners. Olympics, World Cup, UEFA European Championships will continue," she said.

Coca-Cola has already agreed to extend through to 2020 its membership of the International Olympic Committee's worldwide TOP programme, involving major corporations, which is the IOC's most lucrative sponsorship programme.

Reiniche added that Coca-Cola will also continue its investment at the local level in sport in a bid to reduce the problem of obesity, which IOC president Jacques said last month would also be his priority if he is elected for a second term.

Watch the 2006 FIFA World Cup Coke Commercial and Coca-Cola "Yao and LeBron" Olympic commercial







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