Coca-Cola has teamed up with popular web-based music platform Spotify in a deal that will further the global reach of Spotify by utilising the well-established Coca-Cola global distribution network.
The deal will see Spotify form the backbone of the Coca-Cola music strategy across the world, with the platform soon to integrate into Coca-Cola’s Facebook presence, taking advantage of the 40 million fans Coca-Cola current has on offer.
The deal allows Coca-Cola to continue its commitment to entertainment sponsorship, especially music which has been a key part of the Coca-Cola brand strategy ever since the 19th century when it began to sponsor sheet music.
Speaking about the deal, Daniel Ek, Founder and CEO of Spotify, said: “Coca?Cola is the most recognized and respected brand in the world and we are proud to be their music partner.
“Spotify and Coca-Cola both believe that music, technology and creativity can connect people around the globe.”
Joe Belliotti, Director, Global Entertainment Marketing of The Coca-Cola Company, added: “As we step up our activation through Coca-Cola Music, we are excited by the innovative music technology platform created by Spotify and the opportunity to create a truly global music network.
“The potential for this partnership is limitless.”
As part of the deal, Coca-Cola will be sponsoring a number of Spotify-related events, the first of which was the ‘Hacker Den’ event, held between the 14th and 15th of April, which put together the new Spotify/Coca-Cola app due to be launched in time for the London 2012 Olympic Games.