How Coca-Cola Hijacked Sports

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⏱ Timestamps
00:00 Coca-Cola's Secret Ingredient
01:03 Selling a story, not a product
02:35 Coca-Cola’s Sports Marketing Strategy
04:53 The Money
05:34 The Cola Wars
06:57 The Future
🎬 About
Athletic Interest is a video essay series that investigates business stories from the world of sports.
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📚 Sources
[1] A Short History of the Coca Cola Company (Coca Cola) www.coca-colacompany.com/cont...
[2] FAQ (Coca Cola GB) www.coca-cola.co.uk/our-busin...
[3] Sports and Entertainment Partnerships (Coca Cola) www.coca-colacompany.com/soci...
[4] Why Does Coca Cola Sponsor the Olympic Games? (Coca Cola Aus) www.coca-colacompany.com/au/f...
[5] History of Celebration (Coca Cola) • History of Celebration...
[6] The Reason Why Taste and Memory are so Connected (Southern Living) www.southernliving.com/health...
[7] Olympic Marketing Boosts Coke Volumes (Marketing Week) www.marketingweek.com/olympic...
[8] FIFA Seeks Massive Increase From Sponsors on the Back of FIFA+ Launch (Sport Business) www.sportbusiness.com/2022/04...
[9] An Analysis of the Olympic Sponsorship Effect on Consumer Brand Choice in the Carbonated Soft Drink Market Using Household Scanner Data (International Sport Business Journal, 2011)
citeseerx.ist.psu.edu/documen...
[10] Pepsi signs up Messi to ambush Coke's World Cup sponsorship (Campaign Live) www.campaignlive.co.uk/articl...
[11] Pepsi Takes World Cup Marketing Victory Over Coke (A.List Daily) www.alistdaily.com/lifestyle/...
[12] Partners (IOC) olympics.com/ioc/partners/coc...
Commercial Partners (FIFA) www.fifa.com/about-fifa/comme...
[13] Nike, Coca-Cola Are the Brands Most Associated With the Olympics (Morning Consult) morningconsult.com/2021/08/13...
[14] Olympics pens joint US$3bn Coca-Cola-Mengniu Dairy deal (Sports ProMedia) www.sportspromedia.com/news/o...
#cocacola #sports #athleticinterest

[@AthleticInterest]

Get 25% off Blinkist premium and enjoy 2 memberships for the price of 1! Start your 7-day free trial by clicking here: blinkist.com/athleticinterest

[@warwinnersclash6444]

Love ur vids

[@Hansdah152]

Make A Video About Kerla Blaster India football

[@jasperj0729]

Pepsi sponsor Super Bowl half time show but now I think it is already Apple Music!!!!!!!! 🔵🔴

[@poppinc8145]

Coca Cola never had Cocaine in it, it had regular Coca! The same Coca leaves and Coca tea that's still sold legally in many part of South America. To conflate Coca with Cocaine is like conflating Poppy seeds with Heroin or Opium. Poppy seeds and food made with it are sold all over the world and it's not the same as Opium.

[@amanchawla7595]

Please make a video on Indian cricket

[@dwaynesauls256]

Love how he said, " If you are American - Its Everyday" 😂

[@lukakudu7940]

Yee 🙃🇦🇷

[@hectormarin5305]

He aint wrong 👀

[@eilois]

that includes south American, where in some places it is cheaper than water in a documentary

[@FlyingNimbus]

YNWA ✌️❤

[@chivatech]

It’s hard to avoid. Even if you choose to drink water or juice it’s most likely owned by Coca Cola.

[@muhammadnafis7158]

I can't imagine how pissed the Coke executives were when Ronaldo hid the coke bottles💀💀💀

[@livwake]

It drew attention to them though

[@R0TEK]

🗿 Respect.

[@Twinkle_Cutlass]

a temporary loss but a greater gain for coke

[@NBAGOAT-gg2pk]

I don't know why soccer players are so overhyped. Soccer is just a sport where you kick a ball towards the net. Ronaldo is not even a top 20 all-time Athlete

[@R0TEK]

@@NBAGOAT-gg2pk I mean basketball is just players throwing a ball into a net.

[@heybuddy5813]

1:03 I love how Athletic Interest is included in greatest brand catagory 😂

[@AthleticInterest]

Oh, we didn’t notice that! 😉

[@aslamaakhter7388]

They do that everytime.... Check some other videos about Sponsors and you will see them there using their logo

[@611ent]

@@AthleticInterest 😂😂😂😂

[@zrakeys8100]

Coca cola not only controls the marketing economy of football/sports, but the lifestyle marketing too :)

[@rhyswilliams4893]

They basically fund the " healthier living" companies of the US.

[@NBAGOAT-gg2pk]

No shit! It's the most popular brand ever

[@giraffestreet]

3:58 Woah, without your comment I wouldn't understand 😮😮

[@ahmadburhanhabibi]

Waving flag song (from coca-cola) still inspiring people after 13 years. When we remember that moments, we remember coca-cola too 👌🏻👏🏻

[@PghFlash]

Who the fuck thinks of coca-cola with that song?

[@MRLONG758]

I never think of coca cola when I hear that song. I think of the tournament

[@triniking41]

@@PghFlash no one lol

[@nabhannbn]

The color of santa also, its been much longer

[@luisdavasconcellos2914]

Quién piensa en coca cola con esa canción? 💀💀💀💀

[@albertoliverani2937]

Damn, I am Italian and I remember the 2012 Euro final against Spain. I remember that Coca Cola produced cans with letters on it in order make you collect them to create the word "Italia". And I link Euro 2012 to the marketing strategy

[@tomeknguyen9840]

In Poland they produced cans with stadiums.

[@nitisharora19]

Fun fact: It wasn't Coca cola who approached FIFA but it was FIFA who approached Coca Cola because at that time FIFA needed money

[@nabhannbn]

7:30 thats me😂 As always, Athletic Interest brings us the best sports content 🎉

[@AllAroundCast]

Thanks for making such an amazing and well-done videos. Really appreciate it after a long day of dealing with rude customers, just some insider footy talk with facts. Love yall.

[@Jaxymann]

"How did Coca Cola become so big? There are several reasons *including cocaine* and Father Christmas" - Went from 0 to 100 real quick.

[@Brainbaskit]

As a literal former crack cocaine addict, I just realized how shockingly similar the sound of Coca Cola being poured on ice cubes is...to the sound of a rock of crack being melted onto the screen of the crack pipe. And I should say that crack has all of the fun and none of the sugar of Coke, so for those of you looking to lose weight? Could be an option.

[@HyperionFive]

Thank you man! You got me addicted to it

[@MelodiousMelodies7]

BROO WHAT?!😂😂 UNDERRATED comment!

[@mrchowchow8577]

Title: "How Coca - Cola Hijacked Sports" Cristiano Ronaldo: *Hold my water*

[@NihinduAngana]

Great video as always mate.. informative, educational and awesome as always

[@AthleticInterest]

Thank you, Nihindu! We really appreciate (good) reviews 😄

[@padraigkavanagh9233]

Love your videos. A suggestion for a video. A history of tobacco advertising in sport. Especially motorsport.

[@Iqoi]

4:55 "The numbers speak by themselves" -Hans Niemann 😂

[@bilalahmad-ou3jz]

Glad I wasn't the only one that noticed🤣🤣🤣

[@niller123]

@@bilalahmad-ou3jz same bro

[@Red0bullha]

Excellent content as always, road to the 1mill subs 💪

[@madjoshmotingwa3737]

Thank you 😌 for these videos , the time you take to share with us it's a blessing 😌 plz continue

[@alqpwoeiz_mxncb]

Tbf your voice keeps me all the way plus I wait to hear the outro (subconscious.. 💜

[@maherzain434]

Wish videos like this were abit longer

[@atif4357]

Can I join you in narrating these...it's awesome to hear you people speak these facts tho❤️‍🔥🙌🏼

[@reader5939]

*This man doesn't sleep without mentioning NIKE atleast once in every video!* 😭🙏

[@matteobuchta1057]

Love your videos! Please don’t stop! ❤

[@AthleticInterest]

Fine, we’ll carry on! 😀

[@aryanrao6779]

Great video... Quality of the video is as always exemplary

[@AthleticInterest]

Thanks, Aryan!

[@_orodrigofernandes]

Coca Cola are masters of marketing, no doubt about that. I truly can't see a brand with more engaging commercials and marketing campaigns. Coca-Cola is everywhere, the freezers, the businesses' facades, product placements at point of sales, toys and collectibles, fashion. It's just part of culture. The polar bears, the Christmas trucks with lights, the Santa Claus. Can you go one day without seeing their logo? But Pepsi is just a beverage brand among the myriad of food and snack brands in Pepsico portfolio, they got all the other stuff that go with Coca Cola: Cheetos, Lays, Ruffles, chocolates, candies. So in a way, it's not bad for Pepsi to have Coca-Cola selling a lot, cause they join the band wagon by selling the food that often goes alongside Coca-Cola consumption. And, it's funny that Pepsi sponsors Lionel Messi and Coca Cola sponsors the Argentinian national team. Just like Adidas sponsors Messi and he plays for Nike sponsored clubs. He should have gone to Manchester United hahaha

[@luisdavasconcellos2914]

Pero Pepsi hace los mejores comerciales

[@Dhruv_Sharma_123]

Always loved your animation and the delivery of the speaker. But why is these video have so less views per day makes me think something wrong with the alogorithm

[@thomasduthie]

Awesome video as always guys!

[@AthleticInterest]

Glad you’re enjoying them, Thomas!

[@javierandrescalero444]

This made me want to buy a Coca Cola 😂

[@shubhojitghosh69]

7:13 Nice way to put yourself in there.

[@TaskForce_911]

"This video is sponsored by Coca Cola..." Kinda expected that

[@Retro16]

You just brightened up my day :) with this upload thank you

[@caesar7728]

The way he used Hans image for that quote, hilarious

[@AthleticInterest]

Glad to hear that! ☀️😉

[@caesar7728]

@@AthleticInterest will you make case study on magnus or chess

[@bishesh8132]

I just love that the video sponsor was mentioned at the end 👍🏻🔥

[@angelikamerkel9469]

Can you please make a video about the WWE and UFC merger? While the channel has focussed more on non-combat sports in the past, I think this a very interesting topic from a sports business perspective.

[@NihinduAngana]

4:54 i see what u did there mate.. nice one

[@urban_tribe8075]

Bro plis upload frequently plis!!!! I love ur video💔💔💔

[@federicomurero]

As always beautiful video. I appreciated cited sources Which program do you use for making videos?

[@AthleticInterest]

Mostly Adobe After Effects.

[@amazinglif.e3790]

@@AthleticInterest how can i learn after feects?

[@user-ob2cq9mc5n]

Men, both the South Africa World Cup and Uk olympics has the Coca-Cola melody in their official songs... Wavin’ flags and Move the beat...

[@littlestewart]

4:54 Everything speaks for itself nowadays. (Even hidden somewhere)

[@kazoominions6041]

love how he integrates 2 different sports, 3 brandings into 1 video

[@dabaddest5536]

the editor is so good!

[@bigglopez770]

Amazing video, sending it to my friend who works for Coca Cila

[@hxndxrs0n815]

This one video taught me more marketing than my intro to business class did.

[@andresblant]

emperor mbappe has not approved the use of his image for this thumbnail

[@daredevil6145]

Just like Coca-Cola targets the Celebration and slaps its logo during those events Kylian's Image slapped on Athletic Interest videos, lol

[@LuccaPCesar]

4:55 ahh Athletic Interest, I gotchu! 😂

[@AthleticInterest]

♟️

[@mightyswag9186]

awesome video

[@plammen3054]

New Athletic Interest video let's go

[@grvrathi309]

Whats your Outro song name , Its so damn good!!!

[@AkashSingh-uk5ub]

left both CC & FB 7 years back,glad

[@jmurphy-sullivan7011]

Quality videos every time

[@AthleticInterest]

Thank you! 😀

[@isaiahgere9283]

I will never forget that 2010 world cup song- waving flag😢 Since then I always remember coca cola whenever i see world cup😂

[@litondas8822]

Again AI surprised me. While watching this video, I am thinking about how they gather information and research. By the end of the video, they also answered my question. What a surprise!

[@AthleticInterest]

Glad we got there! 🙂

[@Davyd]

I'm literally drinking coca cola while watching this video😆

[@chadultrapromax1735]

Loved the unexpected hans moke niemann at 4:55😂😂

[@catenaccio_fc]

core learning: buy coca cola shares prior a major sports event

[@emmanuelherrera6161]

I never click faster than when I see that Athletic Interest notification

[@ZebbyBricks]

Wicked video ❤

[@AthleticInterest]

Thank you! 😀

[@adhityaresna]

4:54 cheeky Hans Niemann reference 👀👀👀

[@jasperj0729]

Pepsi sponsor Super Bowl half time show but now I think it is already Apple Music.

[@alixr7304]

am I the only one who never noticed or even remembered any sponsor ships, when Ronaldo takes the pen, I'm not looking at the advertisements I'm lookin at the game

[@bigazhole]

Just started working for coke last month lmao

[@31Steinfath]

which program did you use for editing?

[@AthleticInterest]

Adobe.

[@patrickkelleter5895]

nice blinkist commercial you got there. i just feel a bit disturbed by that short teaser about coca cola and stuff...

[@jakubucinski]

Love to see the Athletic Interest's logo at 0:29 when they talked about the greatest brands lol

[@AthleticInterest]

How did that get in there? 😄

[@jakubucinski]

@@AthleticInterest Hard work and determination

[@marcelkroker8698]

Have not drunk Coca Cola for years 😅. Also ne Pepsi, etc.

[@karanskaushal]

Nice

[@jayr6839]

Correction: Coke is the second most used word in the world. Not Coca-Cola

[@pedroks7756]

Only people from english speaking countries say coke

[@jayr6839]

@@pedroks7756 The average person says other words more frequently during their day than Coca-cola.

[@jayr6839]

@@pedroks7756 How many times do you say "coka-cola" during your day? Probably once in a while.

[@belstar1128]

This may be why the 2022 world cup was in Qatar. think about it dry and hot climate a lot of competitors are banned like beer. so what are you going to drink when you are stuck in there .apart from water or fruit juice or lemonade. coffee and tea are too hot you want something fresh. not a lot of options and they also own sprite.

[@DonGivani]

They had non alcoholic beer😂

[@belstar1128]

@@DonGivani Nobody likes that.

[@kenandjoker4857]

Qatar sucks men

[@henrylam92]

Can’t wait for you to hit one million subscribers! I’m sure it will happen within this year

[@joseanaya5614]

¿Por que no doblaron el video como los pasados?

[@E1EE620]

The most recognised word in the world is OK THE second most recognised word in the world is Coca Cola. The third most recognised word in the world is cocai****💀💀

[@maximecj5095]

Cameroon 🇨🇲 4:44🥰🙏🏻

[@LordWay]

This is making me want to go and buy one I am really that suggestible

[@avo616]

Have some meth it will be much better

[@cadenhnc]

yup most people are

[@vitalii_voo]

Xoxox

[@shayanarshanrahman9033]

Remember when C. Ronaldo literally crashed Coca Cola.😂😂😂😂

[@YoshiiElAttar]

You guys sneaking Hans Neimann in this video seems deliberate, are you guys cooking a chess related video under the hood? 👀

[@KhubaibAzeemKhan]

Make videos on Cricket too! Plz❤

[@someonesch4361]

4:54 bro🤭

[@theguy8412]

They have terrible marketing I never really noticed them, I can still recall Pepsi's Ronaldinho joga bonito ads all these years later though.

[@drsolo7]

Holy shit you actually added Hans Niemann

[@gopis7073]

0:13 not at all, i almost forgot when i drank that shit🤣😂 but you are saying everyone will drink , not at all.

[@zelfilesparisiens1180]

McDonalld too

[@gustavofernandezdevillanue8621]

Coca cola será el patrocinador oficial del mundial pero Pepsi hace los mejores comerciales.

[@carlosculver3835]

Agradable, pero tengan un enfoque ético no sólo mercadotécnico, es obvio su giro 💰

[@kelvinashie]

Glad to be the first here. Still looking for the voice behind Athletic Interest. 😂

[@michealknight1234]

Unisport guy

[@nessey2731]

#1 calcio berlin fan

[@glowingbox4692]

What if I cannot drink coca cola what do I do then associate it with fanta or something

[@CHRISM-TV]

Why use Mbappé image ? The stupidest thing to do

[@United_Wings]

Wow

[@bikershub9680]

Make videos on cricket topic?

[@Vish19XX]

How have I never associated Coca cola with any great sporting event 😂. I have also never associated Coca cola with happiness

[@lmaomoofeq2505]

its the good old Indian household 😌

[@theopaccoud4443]

Depend on the culture ... my family always taught me that fast food and sodas were trash (if you listen to my granpa wine is healthier than sodas)

[@RoyMatzem]

The only thing i associate with Coca cola is burping a lot

[@chidumebiarukwe6436]

You probably never followed a World Cup

[@poppinc8145]

That's because Thumbs Up was the most popular soda in India. But it was bought out by Coke, mind you.

[@tokio772]

Whats kinda bothering …. Most people dont know how bad the affect of sugar is ! I wish they knew

[@MetalRocksMe.]

I haven’t drank Coca Cola in years…it’s horrible.

[@mydreamynights]

So nobody caught the "Chess speaks for itself" reference? 😂😂

[@lucacianci5552]

The fact they don’t even need all of this marketing

[@rhyswilliams4893]

Pepsi did football advert better i.m.o the one with loads of stars doing keepy ups from the 2000s still sticks in my mind now.

[@brianhinojosa9940]

Yes I remember that too, and where I was

[@AImedinX]

But I never understood why sponsors such as gambling, junk food etc have sponsorships at sports? From Coca Cola view it's marketing but from football? Just money? Because drinking Coke and eating McDonalda won't get you on the pitch

[@jasonnong3305]

Then numbers speak for themselves!

[@selkie698]

I legit watched this whilst drinking coca cola

[@AthleticInterest]

You’ve made us all very happy 😄

[@theopiel6654]

When he said "air soles" it sounded like "ass holes"

[@Tom_33333]

Como que me dieron ganas de tomar una coca cola

[@anantbhardwaj8578]

Agua