Team Of Seven Triathletes To Race Under Coca-Cola Colors This Season

A team of seven professional triathletes, led by Ironman champions Rachel Joyce and Tim Don of Great Britain and Australia’s Paul Matthews, "will race under Coke’s colors this season, beginning this weekend in Dubai and Brazil," according to Buteau & Stanford of BLOOMBERG. Coke's title sponsorship of the team is "being funded by a group of private investors, including one with Coca-Cola’s Brazil office," and will for the first time put Coke's red and white logo on athletes "competing in the sport’s biggest races, including the annual Ironman World Championship in Hawaii." While endurance sports competitors are "focused on fitness and proper nutrition, Coke has been a mainstay on race courses for years" (BLOOMBERG, 2/25).