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CHINA: Coca-Cola targets China with World Expo tie-up

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The Coca-Cola Company is looking to up its profile in China with its sponsorship of the World Expo in Shanghai in 2010.

The drinks giant today (10 December) signed an agreement to become the global partner for beverages at the event, which is expected to be the largest public event in human history.

Coca-Cola will also be a sponsor at next year's Olympic Games in Beijing, as well as the Paralympic Games, which will also be held in China in 2008.

"The 2010 Shanghai Expo is another exciting venue to allow us to demonstrate our commitment to the people of China," said company president and COO Muhtar Kent. "It provides our company with a great platform to showcase our company's future to the world community when we gather in 2010 Shanghai.

"Our associates and partners are excited about the continued world focus on China. We look forward to using this exclusive opportunity to share our vast portfolio of beverages with the 70m people expected to attend this event."

Financial details behind the sponsorship deal were not disclosed. World Expo 2010 will run from the beginning of May until the end of October, 2010.


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