In 1928 Coca-Cola was the first ever sponsor of the Olympic Games and in the 1940s US forces took the drink with them when they went into the Second World War. These events provided opportunities for Coca-Cola to build upon with an aggressive distribution policy resulting in the red and white livery as one of the most internationally recognizable brands.

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Coca-Cola indeed became the first-ever sponsor of the Olympic Games in 1928, and during World War II, the company ensured that American soldiers could get Coca-Cola, significantly boosting its global presence and contributing to its iconic status worldwide.

In 1928 Coca-Cola Was the First Ever Sponsor of the Olympic