In a demonstration of its belief in the power of sports as a tool for positioning, Nigerian Bottling Company Limited (NBC), bottlers of Coca Cola products, has unveiled festival branded Coca-Cola products, specially produced for the upcoming 18th National Festival tagged 'EKO 2012'.
Speaking on the rationale behind the bottle, while presenting it to the Deputy Governor of Lagos State, Princess Adejoke Orelope-Adefulire, in Lagos recently, the Managing Director of NBC, Mr. Ben Langat, said the company took the step to further demonstrate its commitment to sports and its enthusiasts.
He also indicated that the company was fully committed to partnering Lagos State towards a successful hosting of the festival.
Speaking further, he explained that "world-wide the Coca-Cola brand is renowned for its devotion to the promotion and development of sports through its support of major sporting events such as Olympics and World Cup and a number of sporting tournaments."
NBC, he said, is similarly committed to developing young talents and promoting active, healthy lifestyles through physical activity and reinforces this through sponsorship and participation in sporting activities in its 61 years of operating in Nigeria. He noted that further to the commitment of NBC to supporting sports, the company regarded Lagos State as its home; having begun its bottling operation in the state.
"This will mark the first time, in Nigeria, that we will specially co-brand our products for a domestic tournament. The 'EKO 2012' branded Coca-Cola 50cl PET is designed to create excitement and drive publicity for the festival," Langat said.
The Deputy Governor, Princess Orelope-Adefulire, while receiving the co-branded Coca-Cola bottle, described the Nigerian Bottling Company as a responsive partner and applauded it for the valuable contribution to sports development in Lagos State and the country. She commended NBC for offering to refresh all the participants and officials with Coca-Cola products as well as committing cash for the festival.
Stating that Lagos State was ready for the games, she said: "the State is proud of the emergence of NBC as title partners of the games especially as the valuable partnership between the company and the state will assist talented young people to be discovered and nurtured."
In September, the company announced its partnership with Lagos State on EKO 2012 with a commitment of N100 million in cash and products.
The torch of unity for the 18th National Sports Festival, Eko 2012, is billed to arrive in Lagos on November 24, while the games officially open on November 27, 2012.
NBC was incorporated in November 1951 and is a member of Coca-Cola Hellenic Bottling Company S.A an anchor bottler with the franchise to bottle products of The Coca-Cola Company in 28 countries in North, Central and South Europe, Asia and Africa with over 570 million consumers in these markets