Take a look back at the shared victories and unforgettable moments that have brought athletes and fans from all over the world together for generations.
The Winter Olympics Milan Cortina 2026 kicked off on February 6, and soon, on March 6, the Winter Paralympics will also begin. Coca-Cola is taking this chance to revisit some awesome moments from its rich Olympic history. These moments show that winning is even sweeter when shared, whether it's breathtaking performances on the ice or inspiring human stories beyond the sports arenas.
Here are ten historic highlights that demonstrate how the power of togetherness and community spirit have been part of Coca-Cola’s partnership with the Olympic movement for almost a century.
1. Amsterdam Olympics 1928: Coca-Cola’s First Steps
In Amsterdam, Coca-Cola made its debut at this global event. They provided drinks for the crowd and athletes who arrived by ship with the American Olympic team. These games, where the Olympic flame was kindled for the first time, kicked off one of the longest-running and most iconic partnerships in sports history.
2. London Olympics 1948: Post-War Comeback
After a 12-year break due to WWII, the London games reunited the world. Despite the post-war logistical challenges, Coca-Cola managed equipment transport from Glasgow and Belfast and provided drinks to athletes and spectators, refreshing spirits and bringing a sense of hope and unity during the rebuilding era.
3. Oslo Winter Olympics 1952: Celebration in the Skies
Coca-Cola made a big impression in Oslo, introducing the local public to helicopters for the first time. Around 20,000 spectators watched its landing in front of the town hall, symbolizing the festive mood and shared joy of this exceptional event.
4. Cortina d’Ampezzo Winter Olympics 1956: Italian Debut
Coca-Cola also appeared at Italy’s first Olympic games. The figure skating competitions were held outdoors, marking the last time they occurred outside, creating a unique atmosphere fondly remembered ever since.
5. Innsbruck Winter Olympics 1964: History within Reach
The Innsbruck games saw the release of the Winter Olympics Encyclopedia in four languages, distributed to athletes, officials, and spectators. Coca-Cola gifted it to world media, helping to share Olympic stories globally.
6. Calgary Winter Olympics 1988: Birth of the Pin Trading Tradition
The official Coca-Cola Olympic Pin Trading Center in Calgary drew over 17,000 visitors daily. This became a cherished tradition, connecting fans from all over the world through the sharing of Olympic souvenirs.
7. Barcelona Olympics 1992: Coca-Cola and the Olympic Torch
In Barcelona, Coca-Cola played a part in the Olympic Torch Relay. As the official sponsor, they launched the International Torchbearer Program, allowing people from countries outside the host nation to participate in this symbolic run.
8. Atlanta Olympics 1996: Interactive Cultural Journey
Atlanta hosted the longest Olympic Torch Relay to date, covering around 24,000 km. Coca-Cola also created the Coca-Cola Olympic City—a sprawling complex where visitors could try virtual sports challenges, meet Olympians, and admire a folk art display inspired by the iconic Coca-Cola bottle.
9. Beijing Olympics 2008: Championing Sustainability
In Beijing, Coca-Cola highlighted sustainability as a key Olympic value. A series of environmental lectures connected athletes and experts on sustainable practices and responsible innovations.
10. PyeongChang Winter Olympics 2018: A Historic Milestone
These games celebrated the 1000th gold medal in Winter Olympics history. Coca-Cola fueled fan and athlete excitement through interactive activities, including a giant vending machine and photo cubes that created unforgettable memories.
Coca-Cola and the Tradition of Shared Victories
Coca-Cola stepped into the Milan Cortina 2026 games with enthusiasm and respect for Olympic tradition. The celebrated historic moments confirm that victory is not just an individual success but a shared journey full of emotions, inspiration, and human connection that transcends borders and generations.
“For almost 100 years, Coca-Cola has been supporting the Olympic Games, celebrating not just athletes with every victory, but also the joy, connection, and emotions shared by countless people from around the world. It’s one of the longest partnerships in sports history,” says Veronika Němcová, Director of External Relations Coca-Cola Czech Republic and Slovakia.
