Coca-Cola Europacific Partners signed an agreement at its Martorelles (Barcelona) plant, through which the company becomes a sponsor of the 37th America’s Cup – the world’s oldest nautical event to be held in Barcelona in 2024. This alliance makes Coca-Cola the Global Soft Drinks Partner of the 37th edition of the America’s Cup.
Beyond sports sponsorship, Coca-Cola now partners 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 also promote beach cleaning actions through its ‘Mares Circulares’ program, which began in 2018 and has already managed to recover more than 1,800 tons of waste in Spain.
Barcelona, America’s Cup and Coca-Cola
The signing of the agreement brought together Grant Dalton, CEO of the 37th America’s Cup, and Francesc Cosano, General Manager of Coca-Cola Europacific Partners Iberia.
When signing the agreement, both executives highlighted the economic and social impact that the competition will have on Barcelona, the region, and the country, with the involvement of citizens and local entities, and the importance of sustainability in the management of a big event like this one.
Francesc Cosano, General Manager of Coca-Cola Europacific Partners Iberia, highlighted the importance of partnering with this nautical competition and pointed out that “this agreement allows us to reinforce our commitment with Barcelona, supporting the local economy and making a positive impact on the Catalan society“.