Coca-Cola first sponsored the Olympic Games in 1928.
The company began its Olympic partnership at the 1928 Summer Olympics in Amsterdam. Coca-Cola supplied beverages and used the international event to associate its brand with athletic competition and global audiences.
The relationship became one of the longest-running commercial partnerships in Olympic history. Coca-Cola’s involvement has included beverage supply, advertising, hospitality, and sponsorship of Olympic events and teams, although the details have evolved over time.
The 1928 partnership is sometimes confused with later Olympic milestones because Coca-Cola’s sponsorship became especially visible during the modern television era. The key historical point is that the company’s official Olympic association began in Amsterdam in 1928.