BARCELONA, 6 Oct. (EUROPA PRESS) –
The Coca-Cola beverage company has become the new global sponsor of the 37th America’s Cup in Barcelona 2024, in an agreement signed at the Martorelles plant (Barcelona) and by which the multinational company will be a ‘global partner’ of soft drinks of the most important sailing competition.
“Coca-Cola Europacific Partners has signed, at the Martorelles plant (Barcelona), an agreement through which the company becomes a sponsor of the 37th America’s Cup, the most important and oldest nautical event in the world to be held in Barcelona. in 2024”, both parties communicated.
Beyond sports sponsorship, the company has linked up with this competition to develop initiatives within the framework of its sustainability strategy. In this sense, during the regatta months, Coca-Cola will promote the use of returnable glass as a more sustainable and reusable container.
In addition, it will develop beach cleaning actions through its ‘Circular Seas’ program, which began in 2018 and has already managed to recover more than 1,800 tons of waste in Spain.
The agreement also allows us to consolidate and reaffirm Coca-Cola’s relationship with Barcelona, a key city for the group internationally, which has one of the largest production plants in Europe (located in Martorelles) and which in 1953 saw the birth of , from the factory located on Almogàvers street, the first bottle of Coca-Cola in Spain.
The signing of the agreement has brought together the CEO of the 37th America’s Cup, Grant Dalton, and the General Director of Coca-Cola Europacific Partners Iberia, Francesc Cosano. During the signing, both highlighted the economic and social impact that the competition will have on the city, the region and the country.
“This agreement allows us to reinforce our commitment to Barcelona, supporting the local economy and making a positive difference in Catalan society,” said Francesc Cosano.
For his part, Grant Dalton was “proud” to have such an “iconic” international brand joining the 37th America’s Cup in such an emblematic city. “As for AC37, it is very important for them to leave a positive legacy of the event both in financial and sustainability terms, so it is fantastic to have them on board working with us towards such a positive ambition for the 37th America’s Cup and Barcelona “he noted.