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 Bottling Company United Coca-Cola Bottling Company United Coca-Cola Bottling Company UNITED, Inc. is a private Coca-Cola bottling company headquartered in Birmingham, Alabama, USA. Coca-Cola UNITED is the largest privately held Coca-Cola bottler in the United States and the second largest in which The Coca-Cola Company does not own an interest. Coca-Cola UNITED is a direct store delivery bottler. Finished product is delivered to customers within a geographic area. Therefore, they are considered the brand's local Coca-Cola bottler distributors. Coca-Cola Bottling Company UNITED, Inc., founded in 1902 and headquartered in Birmingham, Alabama, is the third largest bottler of Coca-Cola products in the United States