16 Sep 2014
Coca-Cola sponsors more than 6 out of 10 water and theme parks
BY Tom Anstey
Coca-Cola is the most active sponsor of theme and water parks worldwide, with the soft-drink giant sponsoring more than six out of every 10 parks, according to new research.
62 per cent of theme parks and water parks surveyed by IEG research reported that the beverage producer was a sponsor, with Panama Jack International following way off in second place with 32 per cent, while Mars and Unilever are joint third at 24 per cent.
The research also suggested that the most active type of sponsors for theme and water parks are food manufacturers, which are 10.5 times more likely to sponsor themed-attractions compared to other types of sponsors, while cars are the least likely sector to sponsor a theme or water park.
Figures released in 2009 on global theme park sponsorship placed total revenues at around US$250m (€193m, £153.9m), meaning Coca-Cola would be responsible for around US$155m (€119.9m, £95.4m) of that total, though figures will likely have increased since then.
Parks sponsored by Coca-Cola include the likes of Universal, Six Flags, SeaWorld and Disney to name a few, with the most obvious reason for the drinks giants' ubiquity being that its beverages are an ideal fit for outdoor attractions, which are generally in hot climates, with a young target market.
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