NEW YORK, March 18 /PRNewswire/ -- Coca-Cola is now the official soft drink of the U.S. National Whitewater Center. These days, when you finish that wild ride on the rapids you can relax with a refreshing Coca-Cola. Getting ready to tackle the rock wall at the Center? You can enjoy a Coke Zero while contemplating your moves. Amp up with a Vault before hitting the mountain bike trail and achieve your best time yet! No matter what adventure awaits you at the U.S. National Whitewater Center, Coca-Cola will be there to share the excitement!
Amplify Sports and Entertainment, LLC (www.ampfirm.com), has signed Coca-Cola as the official soft drink partner of the U.S. National Whitewater Center (USNWC). 'The Coca-Cola brand family is a perfect fit for our property and complements our visitor's profile,' said Jeff Wise, President and Executive Director of the USNWC. 'The equity in Coca-Cola's brands such as Coke, Diet Coke, Coke Zero, Vault and Dasani, constitutes an ideal match to our mission and lifestyle.' According to Wise, 'Both parties are committed to the active lifestyle, and our partnership with Coke further enhances that commitment.'
'Coca-Cola has always been about families and fun. By partnering with the USNWC, we are further supporting those values. At the USNWC, families can participate in all kinds of fun and exciting outdoor activities, including the weekly River Jam Music Concert Series,' says James Lee, Promotion and Activation Director at Coca-Cola Consolidated. 'Our partnership with the Whitewater Center is just one way we are encouraging our consumers to 'Open Happiness,'' adds Lee.
'This pairing represents the true essence of partnership as both parties will benefit exponentially. The Coca-Cola brand portfolio aligns perfectly with the active, outdoor lifestyle that both Coca-Cola and the USNWC view as their common demographic,' said Allyn Michalek, Vice President of Amplify Sports and Entertainment. 'This is the beginning of what we believe will be a bigger relationship.' The parties are already developing retail partnerships that will begin in April 2009.
About the U.S. National Whitewater Center (USNWC)
The U.S. National Whitewater Center (USNWC) is the world's premier outdoor recreation and environmental education center. Alongside mountain-biking and running trails, a climbing center, mega zip line and challenge course, the park's unique feature is a multiple-channel, customized whitewater river for rafting and canoe/kayak enthusiasts of all abilities.
