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 Жыл бұрын
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 Жыл бұрын
Love ur vids
@Hansdah152 Жыл бұрын
Make A Video About Kerla Blaster India football
@jasperj0729 Жыл бұрын
Pepsi sponsor Super Bowl half time show but now I think it is already Apple Music!!!!!!!! 🔵🔴
@poppinc8145 Жыл бұрын
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 Жыл бұрын
Please make a video on Indian cricket
@dwaynesauls256 Жыл бұрын
Love how he said, " If you are American - Its Everyday" 😂
@lukakudu7940 Жыл бұрын
Yee 🙃🇦🇷
@hectormarin5305 Жыл бұрын
He aint wrong 👀
@eilois Жыл бұрын
that includes south American, where in some places it is cheaper than water in a documentary
@FlyingNimbus Жыл бұрын
YNWA ✌️❤
@chivatech Жыл бұрын
It’s hard to avoid. Even if you choose to drink water or juice it’s most likely owned by Coca Cola.
@heybuddy5813 Жыл бұрын
1:03 I love how Athletic Interest is included in greatest brand catagory 😂
@AthleticInterest Жыл бұрын
Oh, we didn’t notice that! 😉
@aslamaakhter7388 Жыл бұрын
They do that everytime.... Check some other videos about Sponsors and you will see them there using their logo
@611ent Жыл бұрын
@@AthleticInterest 😂😂😂😂
@muhammadnafis7158 Жыл бұрын
I can't imagine how pissed the Coke executives were when Ronaldo hid the coke bottles💀💀💀
@livwake Жыл бұрын
It drew attention to them though
@R0TEK Жыл бұрын
🗿 Respect.
@Twinkle_Cutlass Жыл бұрын
a temporary loss but a greater gain for coke
@NBAGOAT-gg2pk Жыл бұрын
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 Жыл бұрын
@@NBAGOAT-gg2pk I mean basketball is just players throwing a ball into a net.
@zrakeys8100 Жыл бұрын
Coca cola not only controls the marketing economy of football/sports, but the lifestyle marketing too :)
@rhyswilliams4893 Жыл бұрын
They basically fund the " healthier living" companies of the US.
@NBAGOAT-gg2pk Жыл бұрын
No shit! It's the most popular brand ever
@giraffestreet 7 ай бұрын
3:58 Woah, without your comment I wouldn't understand 😮😮
@ahmadburhanhabibi Жыл бұрын
Waving flag song (from coca-cola) still inspiring people after 13 years. When we remember that moments, we remember coca-cola too 👌🏻👏🏻
@PghFlash Жыл бұрын
Who the fuck thinks of coca-cola with that song?
@MRLONG758 Жыл бұрын
I never think of coca cola when I hear that song. I think of the tournament
@triniking41 Жыл бұрын
@@PghFlash no one lol
@nabhannbn Жыл бұрын
The color of santa also, its been much longer
@luisdavasconcellos2914 Жыл бұрын
Quién piensa en coca cola con esa canción? 💀💀💀💀
@albertoliverani2937 Жыл бұрын
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 Жыл бұрын
In Poland they produced cans with stadiums.
@nitisharora19 Жыл бұрын
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
@AllAroundCast Жыл бұрын
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.
@nabhannbn Жыл бұрын
7:30 thats me😂 As always, Athletic Interest brings us the best sports content 🎉
@Brainbaskit Жыл бұрын
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 Жыл бұрын
Thank you man! You got me addicted to it
@MelodiousMelodies7 Жыл бұрын
BROO WHAT?!😂😂 UNDERRATED comment!
@NihinduAngana Жыл бұрын
Great video as always mate.. informative, educational and awesome as always
@AthleticInterest Жыл бұрын
Thank you, Nihindu! We really appreciate (good) reviews 😄
@mrchowchow8577 Жыл бұрын
Title: "How Coca - Cola Hijacked Sports" Cristiano Ronaldo: *Hold my water*
@padraigkavanagh9233 Жыл бұрын
Love your videos. A suggestion for a video. A history of tobacco advertising in sport. Especially motorsport.
@Iqoi Жыл бұрын
4:55 "The numbers speak by themselves" -Hans Niemann 😂
@bilalahmad-ou3jz Жыл бұрын
Glad I wasn't the only one that noticed🤣🤣🤣
@niller123 11 ай бұрын
@@bilalahmad-ou3jz same bro
@Jaxymann Жыл бұрын
"How did Coca Cola become so big? There are several reasons *including cocaine* and Father Christmas" - Went from 0 to 100 real quick.
@maherzain434 Жыл бұрын
Wish videos like this were abit longer
@reader5939 Жыл бұрын
*This man doesn't sleep without mentioning NIKE atleast once in every video!* 😭🙏
@madjoshmotingwa3737 Жыл бұрын
Thank you 😌 for these videos , the time you take to share with us it's a blessing 😌 plz continue
@Red0bullha Жыл бұрын
Excellent content as always, road to the 1mill subs 💪
@_orodrigofernandes Жыл бұрын
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 Жыл бұрын
Pero Pepsi hace los mejores comerciales
@matteobuchta1057 Жыл бұрын
Love your videos! Please don’t stop! ❤
@AthleticInterest Жыл бұрын
Fine, we’ll carry on! 😀
@thomasduthie Жыл бұрын
Awesome video as always guys!
@AthleticInterest Жыл бұрын
Glad you’re enjoying them, Thomas!
@shubhojitghosh69 Жыл бұрын
7:13 Nice way to put yourself in there.
@alqpwoeiz_mxncb Жыл бұрын
Tbf your voice keeps me all the way plus I wait to hear the outro (subconscious.. 💜
@aryanrao6779 Жыл бұрын
Great video... Quality of the video is as always exemplary
@AthleticInterest Жыл бұрын
Thanks, Aryan!
@Dhruv_Sharma_123 Жыл бұрын
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
@atif4357 Жыл бұрын
Can I join you in narrating these...it's awesome to hear you people speak these facts tho❤️🔥🙌🏼
@NihinduAngana Жыл бұрын
4:54 i see what u did there mate.. nice one
@javierandrescalero444 Жыл бұрын
This made me want to buy a Coca Cola 😂
@angelikamerkel9469 Жыл бұрын
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.
@hxndxrs0n815 10 ай бұрын
This one video taught me more marketing than my intro to business class did.
@littlestewart Жыл бұрын
4:54 Everything speaks for itself nowadays. (Even hidden somewhere)
@kazoominions6041 Жыл бұрын
love how he integrates 2 different sports, 3 brandings into 1 video
@TaskForce_911 Жыл бұрын
"This video is sponsored by Coca Cola..." Kinda expected that
@LuccaPCesar Жыл бұрын
4:55 ahh Athletic Interest, I gotchu! 😂
@AthleticInterest Жыл бұрын
♟️
@Retro16 Жыл бұрын
You just brightened up my day :) with this upload thank you
@caesar7728 Жыл бұрын
The way he used Hans image for that quote, hilarious
@AthleticInterest Жыл бұрын
Glad to hear that! ☀️😉
@caesar7728 Жыл бұрын
@@AthleticInterest will you make case study on magnus or chess
@user-ob2cq9mc5n Жыл бұрын
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...
@bishesh8132 10 ай бұрын
I just love that the video sponsor was mentioned at the end 👍🏻🔥
@federicomurero Жыл бұрын
As always beautiful video. I appreciated cited sources Which program do you use for making videos?
@AthleticInterest Жыл бұрын
Mostly Adobe After Effects.
@amazinglif.e3790 7 ай бұрын
@@AthleticInterest how can i learn after feects?
@bigglopez770 Жыл бұрын
Amazing video, sending it to my friend who works for Coca Cila
@daredevil6145 Жыл бұрын
Just like Coca-Cola targets the Celebration and slaps its logo during those events Kylian's Image slapped on Athletic Interest videos, lol
@dabaddest5536 Жыл бұрын
the editor is so good!
@andresblant Жыл бұрын
emperor mbappe has not approved the use of his image for this thumbnail
@urban_tribe8075 Жыл бұрын
Bro plis upload frequently plis!!!! I love ur video💔💔💔
@litondas8822 Жыл бұрын
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 Жыл бұрын
Glad we got there! 🙂
@AkashSingh-uk5ub Жыл бұрын
left both CC & FB 7 years back,glad
@plammen3054 Жыл бұрын
New Athletic Interest video let's go
@jmurphy-sullivan7011 Жыл бұрын
Quality videos every time
@AthleticInterest Жыл бұрын
Thank you! 😀
@chadultrapromax1735 10 ай бұрын
Loved the unexpected hans moke niemann at 4:55😂😂
@grvrathi309 Жыл бұрын
Whats your Outro song name , Its so damn good!!!
@emmanuelherrera6161 Жыл бұрын
I never click faster than when I see that Athletic Interest notification
@Davyd Жыл бұрын
I'm literally drinking coca cola while watching this video😆
@catenaccio_fc Жыл бұрын
core learning: buy coca cola shares prior a major sports event
@isaiahgere9283 Жыл бұрын
I will never forget that 2010 world cup song- waving flag😢 Since then I always remember coca cola whenever i see world cup😂
@mightyswag9186 Жыл бұрын
awesome video
@jasperj0729 Жыл бұрын
Pepsi sponsor Super Bowl half time show but now I think it is already Apple Music.
@adhityaresna Жыл бұрын
4:54 cheeky Hans Niemann reference 👀👀👀
@bigazhole Жыл бұрын
Just started working for coke last month lmao
@patrickkelleter5895 10 ай бұрын
nice blinkist commercial you got there. i just feel a bit disturbed by that short teaser about coca cola and stuff...
@ZebbyBricks Жыл бұрын
Wicked video ❤
@AthleticInterest Жыл бұрын
Thank you! 😀
@alixr7304 Жыл бұрын
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
@jakubucinski Жыл бұрын
Love to see the Athletic Interest's logo at 0:29 when they talked about the greatest brands lol
@AthleticInterest Жыл бұрын
How did that get in there? 😄
@jakubucinski Жыл бұрын
@@AthleticInterest Hard work and determination
@henrylam92 Жыл бұрын
Can’t wait for you to hit one million subscribers! I’m sure it will happen within this year
@joseanaya5614 Жыл бұрын
¿Por que no doblaron el video como los pasados?
@marcelpan Жыл бұрын
Have not drunk Coca Cola for years 😅. Also ne Pepsi, etc.
@drsolo7 Жыл бұрын
Holy shit you actually added Hans Niemann
@jayr6839 Жыл бұрын
Correction: Coke is the second most used word in the world. Not Coca-Cola
@pedroks7756 Жыл бұрын
Only people from english speaking countries say coke
@jayr6839 Жыл бұрын
@@pedroks7756 The average person says other words more frequently during their day than Coca-cola.
@jayr6839 Жыл бұрын
@@pedroks7756 How many times do you say "coka-cola" during your day? Probably once in a while.
@maximecj5095 Жыл бұрын
Cameroon 🇨🇲 4:44🥰🙏🏻
@E1EE620 Жыл бұрын
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****💀💀
@31Steinfath Жыл бұрын
which program did you use for editing?
@AthleticInterest Жыл бұрын
Adobe.
@belstar1128 Жыл бұрын
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 Жыл бұрын
They had non alcoholic beer😂
@belstar1128 Жыл бұрын
@@DonGivani Nobody likes that.
@kenandjoker4857 Жыл бұрын
Qatar sucks men
@YoshiiElAttar Жыл бұрын
You guys sneaking Hans Neimann in this video seems deliberate, are you guys cooking a chess related video under the hood? 👀
@gopis7073 10 ай бұрын
0:13 not at all, i almost forgot when i drank that shit🤣😂 but you are saying everyone will drink , not at all.
@karanskaushal Жыл бұрын
Nice
@someonesch4361 Жыл бұрын
4:54 bro🤭
@theguy8412 Жыл бұрын
They have terrible marketing I never really noticed them, I can still recall Pepsi's Ronaldinho joga bonito ads all these years later though.
@carlosculver3835 10 ай бұрын
Agradable, pero tengan un enfoque ético no sólo mercadotécnico, es obvio su giro 💰
@zelfilesparisiens1180 Жыл бұрын
McDonalld too
@KhubaibAzeemKhan Жыл бұрын
Make videos on Cricket too! Plz❤
@LordWay Жыл бұрын
This is making me want to go and buy one I am really that suggestible
@avo616 Жыл бұрын
Have some meth it will be much better
@cadenhnc Жыл бұрын
yup most people are
@vitalii_voo Жыл бұрын
Xoxox
@gustavofernandezdevillanue8621 Жыл бұрын
Coca cola será el patrocinador oficial del mundial pero Pepsi hace los mejores comerciales.
@lucacianci5552 Жыл бұрын
The fact they don’t even need all of this marketing
@glowingbox4692 Жыл бұрын
What if I cannot drink coca cola what do I do then associate it with fanta or something
@nessey2731 Жыл бұрын
#1 calcio berlin fan
@kelvinashie Жыл бұрын
Glad to be the first here. Still looking for the voice behind Athletic Interest. 😂
@michealknight1234 Жыл бұрын
Unisport guy
@mydreamynights Жыл бұрын
So nobody caught the "Chess speaks for itself" reference? 😂😂
@bikershub9680 Жыл бұрын
Make videos on cricket topic?
@CHRISM-TV Жыл бұрын
Why use Mbappé image ? The stupidest thing to do
@tokio772 Жыл бұрын
Whats kinda bothering …. Most people dont know how bad the affect of sugar is ! I wish they knew
@Tom_33333 Жыл бұрын
Como que me dieron ganas de tomar una coca cola
@MetalRocksMe. Жыл бұрын
I haven’t drank Coca Cola in years…it’s horrible.
@jasonnong3305 Жыл бұрын
Then numbers speak for themselves!
@shayanarshanrahman9033 Жыл бұрын
Remember when C. Ronaldo literally crashed Coca Cola.😂😂😂😂
@selkie698 Жыл бұрын
I legit watched this whilst drinking coca cola
@AthleticInterest Жыл бұрын
You’ve made us all very happy 😄
@anantbhardwaj8578 Жыл бұрын
Agua
@julianjimenez2804 9 ай бұрын
I never associate the two
@crypeton Жыл бұрын
Looking for Hans references comments
@Vish19XX Жыл бұрын
How have I never associated Coca cola with any great sporting event 😂. I have also never associated Coca cola with happiness
@lmaomoofeq2505 Жыл бұрын
its the good old Indian household 😌
@theopaccoud4443 Жыл бұрын
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 Жыл бұрын
The only thing i associate with Coca cola is burping a lot
@chidumebiarukwe6436 Жыл бұрын
You probably never followed a World Cup
@poppinc8145 Жыл бұрын
That's because Thumbs Up was the most popular soda in India. But it was bought out by Coke, mind you.
@AImedinX Жыл бұрын
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
@user-wq9qp2fo8n Жыл бұрын
Кока кола очень хороший напиток
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