1 Dec 2008Coca-Cola 'still committed' to football sponsorship

Football Sponsors/ Sponsorship and Media

A senior figure at Coca-Cola explained on Friday (November 28th) that the company is fully committed to its role in some of football's biggest tournaments.

The ongoing effects of the credit crunch mean some companies may be reconsidering the amount of money they can afford to invest in sports sponsorship.

However, Dominique Reiniche, president of the drinks giant's European operations, has claimed that budgets will be revised but the overall level of involvement will not be changed.

She said: "Like everybody, we have to adapt and take into account the financial realities, but what I can promise you is that we stay firm on our fundamentals and supporting the core sports like the Olympics and football is an essential part of what we do and we will continue no matter what happens."

Ms Reiniche added that she believes that the company's position in relation to the Olympics, World Cup and European Championships is one of "partnership" rather than sponsorship.

The Coca-Cola Company is based in Atlanta, Georgia in the US.

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