Coca-Cola Co. and General Motors Corp.'s Chevrolet Division will sponsor the Olympic Torch Relay, which starts next February as a prelude to the 2002 Winter Games in Salt Lake City. Both Coca-Cola and GM signed multi-year sponsorship deals with Olympic execs. Coca-Cola, also a sponsor of the 1996 Summer Games in Atlanta, paid an estimated $20 million for lead sponsorship of the 43-state Torch Relay that year. BMW of North America was the auto sponsor in 1996. Next year's relay will travel 1,000 miles inside Utah in five days.
Copyright February 2001, Crain Communications Inc.