In the run-up to the All-Star Game, in which star hockey players from Russia, Europe and North America display their skills and astound a huge audience around the globe, another world-famous name decided to join forces with the biggest sporting league on the Eurasian continent. At the pre-match press conference, KHL President Dmitry Chernyshenko announced that Coca-Cola Russia has signed a partnership agreement with the Kontinental Hockey League for a minimum of three years.
Having acquired the status of official partner, the company’s famous soft drink, Coca-Cola, becomes the official beverage of the KHL, and Powerade will be the League’s official sports drink. The company logo will be displayed on the walls of all the KHL arenas, and will also feature in post-match press conferences, the official websites of the KHL and its member clubs, and in all the League’s printed and electronic media. Coca-Cola commercials will be broadcast, in the stadiums on match days and during broadcasts on the KHL TV and Match TV channels.
Ljubo Grujic, General Director of Coca-Cola in Russia and Belarus, said of the deal: “This partnership with the KHL is an important step for Coca-Cola as part of our ongoing work in furthering the development of sport in Russia. We are very proud that we are now a long-term partner of the Russian national football team, the "Leather Ball" program for young soccer players, and many other big sporting events, such as the Olympiad in Kazan and the winter Olympic Games in Sochi. We work closely with Russia’s Ministry of Sport, to whom we are currently rendering assistance in the preparations for the 2018 FIFA World Cup in Russia, and we are overjoyed to have reached out to the great sport of hockey via our partnership deal with the KHL.
Russians love this game, which they start playing in childhood. This sport is part of Russia’s rich history and its story is crammed with so many incredible and memorable events. Coca-Cola, as a new partner of the KHL, will help attract the attention of fans to the excitement of the KHL. Every moment of every game is special, and we want to show the youth of today that more and more people, all across Russia, are taking up the game of hockey.”
KHL President Dmitry Chernyshenko added: “I am delighted to welcome Coca-Cola as our new partner. It is a global brand which renders support to various sports around the world, and it is the oldest partner of the Olympic Games. When we look back at the huge success of Sochi 2014, we must acknowledge Coca-Cola’s contribution to ensuring it was the best Winter Olympics of the modern era. I am sure this partnership between the KHL and Coca-Cola will be a successful collaboration - one which will strengthen cooperation, aid the further development of both our organizations, and make hockey even more popular in many countries around the globe.”