Coca-Cola has unveiled its advertising campaigns linked to World Cup Cricket, Euro 96 football and the Olympic Games.
The theme of all the campaigns is based around the relationship between fans and the sport.
“Rather than featuring typical, sports-related advertising – athletes endorsing products – we are viewing the world’s most important athletic events through the eyes of fans.
“The fundamental role of fans has been taken for granted in the past,” says Coca-Cola senior vice-president Sergio Zyman.
“We’re linking the Coke that fans hold in their hands with the emotions for sport that they hold in their hearts,” he adds.
The campaign for the cricket is running through mid-March in Pakistan and India; the Euro 96 offensive breaks in June; and the Olympics initiative starts in the summer.
All three have been devised by Wieden & Kennedy.