Coca-Cola included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its hometown. Most recently, Coca-Cola has released localized commercials for the 2010 Winter Olympics in Vancouver; one Canadian commercial referred to Canada's hockey heritage and was modified after Canada won the gold medal game on February 28, 2010 by changing the ending line of the commercial to say "Now they know whose game they're playing". Since 1978, Coca-Cola has sponsored the FIFA World Cup, and other competitions organized by FIFA. One FIFA tournament trophy, the FIFA World Youth Championship from Tunisia in 1977 to Malaysia in 1997,
Summer Olympic Games demand for tickets to all levels of each event, there was controversy when seats set aside for sponsors and National Delegations went unused in the early days. A system of reallocation was put in place so the empty seats were filled throughout the Games. Rio de Janeiro, Brazil hosted the 2016 Summer Olympics, becoming the third city in the Southern Hemisphere to host the Olympic Games after Melbourne, Australia, in 1956 and Sydney, Australia, in 2000, and the first South American city to host the Olympics. The preparation for these Games was overshadowed by controversies, including the instability of Brazil's