History
Coca-Cola and the Olympic Torch Relay, 1992 to 2028
Three decades of torch relays, thousands of torchbearers, and what the record says about 2028
September 29, 20267 min read
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The Relay's Longest Partner
Of the four companies presenting the 2028 relay, only Coca-Cola has done this before. It has been an Olympic sponsor since 1928 and a torch relay presenting partner since Barcelona 1992. On September 29, 2026, LA28 said the relay will begin in Atlanta, where Coca-Cola has been headquartered for nearly 140 years.
Coca-Cola has run torchbearer selection programs at most Games since 1992, so its past relays are the best guide to how a 2028 partner program might work.
The Record
| Games | Coca-Cola's role | Torchbearers it chose |
|---|---|---|
| Barcelona 1992 | First relay as presenting partner | 150 international torchbearers from 50+ countries |
| Atlanta 1996 | Sole presenter of the whole relay | About 2,500 of 10,000, plus 2,500 escort runners |
| Salt Lake 2002 | Co-presenter with Chevrolet | More than 3,500 of about 11,500, from 125,000+ nominations |
| Athens 2004 | Co-presenter with Samsung of the first global relay | A share in every country; no total published |
| Beijing 2008 | Co-presenter with Samsung and Lenovo | No total published |
| Paris 2024 | Presenting partner | Campaign drew 15,000 applications |
| Milano Cortina 2026 | Presenting partner with Eni | No total published |
| Los Angeles 2028 | Presenting partner with JPMorganChase, Allstate and Xfinity | Program not yet announced |
Atlanta 1996: Share the Spirit
The 1996 relay was the first Coca-Cola presented on its own. It covered about 15,000 miles through 42 states and ended in Atlanta on July 19, 1996, when Muhammad Ali lit the cauldron.
Coca-Cola picked about 2,500 of the relay's 10,000 torchbearers, including 500 from roughly 70 other countries. Its program was called "Share the Spirit," and the question it asked was "Who would you choose?" It also recruited all 2,500 escort runners who ran alongside the torch.
Most of the rest were "community heroes" chosen through United Way. (The whole 1996 relay, 84 days across America.)
Salt Lake 2002: 125,000 Essays
For the 2002 Winter Games, Coca-Cola co-presented with Chevrolet. The flame started its American run in Atlanta in December 2001, less than three months after September 11, and crossed 46 states.
Coca-Cola asked Americans to nominate "hometown heroes" in short essays. It received more than 125,000 nominations, about 14 times what it had received in 1996, and placed more than 3,500 of the relay's roughly 11,500 torchbearers.
That program is probably the closest model for 2028: a national American relay, a public essay nomination, and a partner choosing close to a third of the carriers.
Going Global: 2004 and 2008
Athens 2004 took the flame around the world for the first time, through 27 countries. Coca-Cola and Samsung presented it, and Coca-Cola picked torchbearers in every country the flame visited. Organizers estimated more than 11,000 torchbearers in all.
Beijing 2008 had about 22,000 torchbearers, with Coca-Cola, Samsung and Lenovo presenting. Its only US stop was San Francisco on April 9, 2008, where Coca-Cola chose six torchbearers from more than 1,000 nominations.
Paris 2024 and Milano Cortina 2026
In Paris, the public applied through each partner's own campaign. Coca-Cola's drew 15,000 applications and closed on October 15, 2023. The flame reached France the following May. Across all channels Paris received more than 100,000 applications for 11,000 places. (What LA28 can learn from Paris.)
At Milano Cortina 2026, Coca-Cola presented the Olympic relay with the Italian energy company Eni. The relay used 10,001 Olympic torchbearers.
What It Suggests for 2028
- A Coca-Cola program is very likely. LA28 says all four presenting partners will take part in "the designation of select torchbearers," and Coca-Cola has run one at most relays since 1992.
- It will probably be a nomination with a short written answer. "Who would you choose?" in 1996, hometown-hero essays in 2002, applications in 2024.
- The window will close months before the relay. In Paris, Coca-Cola's campaign closed about seven months before the flame arrived. For a spring 2028 relay, that points to a 2027 window.
- Competition will be heavy. 125,000 nominations for about 3,500 places in 2002, and that was before social media.
Frequently Asked Questions
Is Coca-Cola sponsoring the 2028 Olympic torch relay?
Yes. Coca-Cola is one of four presenting partners, with JPMorganChase, Allstate and Xfinity.
How do I get nominated as a Coca-Cola torchbearer for 2028?
Coca-Cola hasn't announced a 2028 program. In past relays it has run public nominations, sometimes with a short essay about the person being nominated. Here's the full guide to becoming a 2028 torchbearer.
When did Coca-Cola start sponsoring the torch relay?
At the Barcelona 1992 Games. Its Olympic sponsorship goes back to Amsterdam 1928.
Where I Come In
I'm trying to carry the flame for one mile of the 2028 relay. When Coca-Cola or any relay partner opens its nomination form, I'll email the link to everyone who has added their name here.