Jordan Spieth's Olympic Exit is a Blow to Coke
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Coca-Cola suddenly has a hole in its Olympic marketing plans after it was confirmed today that Jordan Spieth is sitting out the Rio games because of apparent concerns about the Zika virus.
Mr. Spieth’s exit was made official by International Golf Federation President Peter Dawson. The golfer cited “health reasons,” according to the Associated Press. Other big-name golfers that have previously said they are sitting out the games include Jason Day, Dustin Johnson and Rory McIlroy. They cited Zika concerns, according to AP.
Mr. Spieth was among several athletes that Coke planned to make as faces of the brand throughout the games. As part of Coke’s “six pack” of athletes, he was slated to be featured prominently in Olympic marketing, including packaging, retail and digital advertising, according to a description of the program published last year. He was added to Coke’s Olympic roster after signing a multiyear endorsement deal with the brand in January.
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