U.S. National Whitewater Center and Coca-Cola Team Up for a Refreshing Adventure

Wednesday, 18 March 2009
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. The USNWC is only 15 minutes from uptown Charlotte and provides over 300 acres of woodlands along the scenic Catawba River. Olympic-caliber athletes, weekend warriors and casual observers share this world-class sports and training center. The USNWC is the world's only multi-channel recirculating whitewater river and the largest of it kind in the world. The USOC has designated the USNWC an official U.S. Olympic Training Site. The national governing body for the sport, USA Canoe and Kayak (USACK) has also designated the Center as its new home. The USNWC hosts World Cup competitions and Olympic Trials, and serves as the home of international Olympic athletes.

About Coca-Cola Consolidated
Coca-Cola Bottling Co. Consolidated is the second largest Coca-Cola Bottler in the United States. The Company is a leader in the manufacturing, marketing and distribution of soft drinks. With Corporate offices in Charlotte, North Carolina, the Company does business in eleven states, primarily in the Southeast. Coca-Cola Consolidated has one of the highest per capita soft drink consumption rates in the world and manages franchise territories with a consumer base of more than eighteen million people. Coca-Cola Bottling Co. Consolidated makes, sells and delivers carbonated and noncarbonated beverages, primarily products of The Coca-Cola Company, which include some of the most recognized and popular beverage brands in the world. The Company's product offerings include carbonated soft drinks, bottled water, teas, juices, isotonics and energy drinks. Coca-Cola Bottling Co. Consolidated is listed on the NASDAQ national market system under the symbol COKE.  For more information about the Coca-Cola family of brands visit www.coca-cola.com.  For information about our sustainability efforts visit www.livepositively.com.

About Amplify Sports and Entertainment, LLC
Amplify Sports and Entertainment, LLC, experts in property representation, sponsorship sales, activation and measurement analysis, specializes in maximizing clients' investments in sports, lifestyle and entertainment sponsorship. Through strategic insight, Amplify builds brands by customizing compelling, relevant and memorable marketing programs that drive sales by establishing a deeper, more emotional bond with target consumers. Proprietary tools, the Sponsorship Snapshot(TM) and the Sponsorship Amplifier(TM), offer the industry the most comprehensive resources for evaluating return on sponsorship marketing investments.  

Clients include: BCA (Philadelphia chapter), Everlast, ISP Sports/Big East Conference, Major League Soccer/SUM, National Grid, Nikon, Inc., SportsNet New York (SNY), Strike Ten Entertainment, United States Tennis Association, U.S. National Whitewater Center, Related Companies, and US Speedskating.  For more information on Amplify Sports and Entertainment, LLC visit www.ampfirm.com or contact Allyn Michalek, VP Properties at (646) 351-8110 or This email address is being protected from spambots. You need JavaScript enabled to view it..
David Johnston

David Johnston

David Johnston has been introducing people to the sport of sea kayaking for the past 15 years. He is a senior instructor trainer with Paddle Canada and teaches for several paddling schools in Ontario, Canada. Full Bio.

Strategic partner

Paddle Canada Logo