Top Of The Pops: Coca-Cola, IOC Announce Sponsorship Renewal

Coca-Cola has extended its TOP sponsorship through the 2020 Olympics. The new deal takes the company, which already had the longest continuous IOC sponsorship, through 92 uninterrupted years (IOC). SPORTSBUSINESS JOURNAL’s Steve Woodward notes while terms were not disclosed, China-based Lenovo Group, which became a TOP sponsor earlier this year, agreed to pay about $80M for the personal computer category from ’05-08. GE is expected to pay fees “approaching $200[M] for its eight-year deal through 2012.” TOP sponsors “are automatically U.S. Olympic team sponsors as well” (SPORTSBUSINESS JOURNAL, 8/1 issue).