Coke signs on to 2008 as Olympic sponsor

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Coca-Cola Co. has signed with the International Olympic Committee to be a worldwide sponsor of the Summer and Winter Olympics in all non-alcoholic beverage categories through 2008, the lengthiest sponsorship deal in Olympic history. Coca-Cola already reached a $45 million deal for the 1998 and 2000 Olympics. The extension through 2008 is valued at upwards of $100 million. Also, John Hancock Mutual Life Insurance Co. will continue its Olympic involvement, paying $45 million to be a global sponsor in '98 and 2000.

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