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SBD/4/Sponsorships Advertising Marketing
COKE POWERS ITS WAY THROUGH TWO RUGBY WORLD CHAMPIONSHIPS
Published December 4, 1997
Coca-Cola Co. has renewed its sponsorship for the next two Rugby World Cup tournaments in '99 and 2003. As part of the sponsorship deal, PowerAde will serve as the "official sports drink of the Rugby World Cup." Terms were not disclosed. The '99 World Cup will be held in Wales. Coca- Cola has been a sponsor of the Rugby World Cup since '95. The deal includes sponsorship rights for the Rugby World Cup Sevens to be held in 2001, with 11 Unions currently bidding for the right to host the event (Coca-Cola).