Coca-Cola's sustainable Games project coordinator Olivia Knight-Adams told C&IT that the 2012 Games provides a great showcase for the drink brand and a chance to tighten up its sustainability procedures.
"[The Games] is something our staff love to get involved with. We saw it as a chance to embed sustainable practices across our business and inspire change."
However, Diageo chief marketing officer Andy Fennell told delegates at the Cannes Lions Festival last week that the company would not sponsor the World Cup or the Olympics because neither provide value.
He later told C&IT's sister title Marketing magazine: "It’s really expensive and hard to get a return. Brands have to do [such sponsorships] on conviction. I’m sure some of them will get real benefit from being associated with the world’s most extraordinary sporting festival [...] nonetheless, If they try to do two-decimal-place ROI analysis, they will struggle, which is why most of them had board-level corporate conviction, and that’s what needs to happen."