Why The Olympics Is The Last Global Event We All Show Up For

I was invited to the Winter Olympics by Coca-Cola, and from my arrival there was an energy shift; the air was different, and there seemed to be one collective thought.

It’s a rare occasion where, in a crowd of 20 different nationalities, there is one unified goal: have the best time possible whilst cheering on the best athletes in the world. That feeling was electric.

Sport was a colossal presence in my formative years. I played on every team available, and my siblings each excelled in their chosen athletic pursuits. Consequently, watching the Olympic Games was never a matter of debate, it was a right of passage.

Throughout every single iteration of the Games, one brand has stood out: Coca-Cola. With an association nearing a century (set to be celebrated in 2028), Coca-Cola has been a fundamental partner since the inception of the 102-year-old Winter Olympics. The brand has consistently championed each sporting discipline, all while meticulously maintaining the core culture and spirit of the Games.