Coca-Cola's former GB marketing boss slams 'broken' Olympic sponsorship model
Coca-Cola GB’s outgoing marketing director Bobby Brittain has admonished the drinks company’s Olympic sponsorship model, admitting that it is ‘broken’.
The company has been a sponsor of the sporting event since 1928, and at the beginning of the association used the Olympics as a platform to grow Coca-Cola on a global level. However, Brittain, who had been in the role for two years, told an audience at The Oystercatchers Club Panel last night (13 September) that in today’s world being a sponsor is a “competitive disadvantage”.
“The model just does not function partly because whether you are hosting the games or not, Read full story ›
Source: The Drum
