1996 Summer Olympics an attraction known as Coca-Cola Olympic City. The Games were affected by several instances of ambush marketing—in which companies attempt to use the Games as a means to promote their brand, in competition with the exclusive, category-based sponsorship rights issued by the Atlanta organizing committee and the IOC (which grants the rights to use Olympics-related terms and emblems in marketing). The Atlanta organizing committee threatened legal actions against advertisers whose marketing implied an official association with the Games. Several non-sponsors set up marketing activities in areas near venues, such as Samsung (which competed with Motorola), which ambushed the Games with
Coca-Cola Enterprises paid over $15 billion, including a redemption of Coca-Cola's 33% shareholding in CCE. Coca-Cola wanted the business in their asset list because they felt it would save both consumers and Coca-Cola money. Coca-Cola also spun off its small European bottling division to "New CCE". The acquisition closed on October 3, 2010. On August 6, 2015, Coca-Cola Enterprises announced that it would merge with Coca-Cola Iberian Partners and Coca-Cola Erfrischungsgetränke AG, a subsidiary of the Coca-Cola Company, into a new company to be called Coca-Cola European Partners PLC. Coca-Cola Enterprises Coca-Cola Enterprises was a marketer, producer, and distributor of Coca-Cola products.