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,
Coca-Cola 600 of the top five annual NASCAR races. From 1960 to 1984 the race was known as the World 600. In 1985, the race's name was changed to the Coca-Cola World 600. In 1986 the name was shortened to the Coca-Cola 600, or Coke 600 which it was referred to at the time. The name changed again in 2002 to the Coca-Cola Racing Family 600 referring to the Coca-Cola family of drivers who are sponsored by Coca-Cola. In 2003, the name returned to the Coca-Cola 600. The Coca-Cola 600 has been the site of many drivers' first wins, including David Reutimann,