• March 20, 2009

Coca-Cola is now the official soft drink of the U.S. National Whitewater Center (USNWC).

The USNWC park, located outside of Charlotte, N.C., features a multiple-channel, customized whitewater river for rafting and canoe/kayak enthusiasts, hosts World Cup competitions and Olympic Trials, and serves as the home of international Olympic athletes.

"The Coca-Cola brand portfolio aligns perfectly with the active, outdoor lifestyle that both Coca-Cola and the USNWC view as their common demographic," said Allyn Michalek, VP of Amplify Sports and Entertainment, which signed Coke for the sponsorship. "This is the beginning of what we believe will be a bigger relationship."

The parties are currently developing retail partnerships scheduled to begin in April.--Karlene Lukovitz