Stemming from its sponsorship of the Olympic Games, Coca-Cola is also one of the Presenting Partners of the Olympic Torch Relay (OTR). Since 2004 – when the OTR first became a global, as opposed to national, event – Synergy has worked with Coca-Cola in GB to plan, manage and evaluate its delivery of the asset.

Prior to the Athens 2004 Olympic Games, when the OTR represented a crucial proof-point of London’s capability to stage the Games in 2012, Synergy worked with Coca-Cola GB, ATHOC, the GLA and its multiple associated stakeholders, to provide a memorable and engaging activation for Coca-Cola and its consumers.

In 2008, in a wholly different, politically-charged climate, Synergy worked with Coca-Cola GB to deliver a more suitable brand activation, with the evaluation providing crucial learnings for future Olympic Torch Relay events.