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Wings, Coca-Cola renew partnership

Five-year extension includes several exciting new elements; Coca-Cola remains the official soft drink of Hockeytown Café

Monday, 11.07.2011 / 3:33 PM / Press Release
By Rick Bowness  - Public Relations Coordinator
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Wings, Coca-Cola renew partnership
DETROIT –  Name two things that go great with ice -- a refreshing Coca-Cola and thrilling Red Wings hockey!  With today's announcement that the Wings and Coca-Cola have renewed their longstanding partnership agreement through the 2015-16 NHL season, every time fans visit Joe Louis Arena they can enjoy both.

Through this five-year partnership agreement, Coca-Cola will continue to be the official soft drink of the Red Wings and maintain its status as the exclusive provider of non-alcoholic, non-coffee-related beverages to Joe Louis Arena, Fox Theatre and Hockeytown Café. Coca-Cola-branded products will remain the official Isotonic beverage (Powerade), the official energy drink (Full Throttle) and the official bottled water (Dasani) of the Red Wings. Additionally, Coca-Cola has secured presenting sponsorship status for the Red Wings’ annual Hockeyfest and Fan Day events for the next five seasons.

“By joining forces with a championship team like the Detroit Red Wings, Coca-Cola will continue to refresh fans as they create lasting memories and cheer on their hometown team,” said Mark Rahiya, Coca-Cola senior vice-president of region sales. “Building on our tradition with the Red Wings ensures fans the opportunity to enjoy an ice-cold Coke while watching their favorite team pursue victory on the ice.”

In-game elements of this new partnership agreement will include the highly-popular Coke Zero Super Shuffle scoreboard game, the Stick Kids behind-the-scenes pre-game arena tour, and a Zamboni Experience Package, which allows lucky fans to enjoy the thrill of cruising atop the JLA ice surface between periods of a Red Wings home game. In order to qualify for the chance to win one of these once-in-a-lifetime experiences, fans should be on the lookout for the numerous consumer-centric promotions Coca-Cola regularly stages at various retail locations throughout southeastern Michigan.

“Coca-Cola, like the winged wheel, is one of the most recognizable brands in the world and we’re proud to be extending and expanding our relationship with such a powerful and highly-regarded entity,” says Olympia Entertainment President & CEO Tom Wilson. “We look forward to several more years of providing quality Coke products to hockey fans at The Joe and we’re excited to be implementing a variety of new elements into one of our longest-running partnership agreements.” 
 
The value-laden Coke Zero Family Ticket Package – comprised of two tickets, two hot dogs and two Coca-Cola beverages for as low as $54 – will once again be available for select Red Wings home games this season. Detroit’s Tuesday, November 8 showdown with Colorado will be the next night at which this deal will be made available to fans. A Coca-Cola and Red Wings-branded ‘Experiential Trailer’ will also be a prominent fixture at a multitude of Michigan-staged events in the coming months, as the fun-toting vehicle will be making appearances at a variety of functions throughout the state.



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