The Coca-Cola Company’s home-grown brand - Thums Up, has announced its worldwide partnership with the Olympic Games to be held in Tokyo, next month. As India enters its 100th year of participation at the Olympic Games, Thums Up aims to celebrate and salute the real heroes of the Olympic Games - athletes who overcame tremendous odds to reach where they are today. Thums Up – an Indian brand from the Coca-Cola beverage portfolio, has come to the forefront and partnered with a major global event like the Olympic Games.

The Coca-Cola Company has a long history of sponsoring major sporting events, organizations and projects around the world. Through its eight-decade long association, it is the longest continuous corporate partner of the Olympic Games. Other sporting partnerships include four decades with FIFA and nearly 25 years with World Cup Rugby. These long associations with sporting events underscore the Company’s philosophy of endeavoring to be a part of their consumers’ lives and their passions.