The Olympic stadium in Amsterdam has special significance for Coca-Cola. It was here that the company sponsored its first Olympic Games in 1928 and where it introduced the refreshing taste of Coca-Cola to Dutch consumers. So it's fitting that the iconic stadium is now housing the "1928 Room", a new long-term exhibition celebrating Coca-Cola's Olympic legacy and the role the Netherlands plays in this most special and enduring partnership.
It's a well-known fact that Coca-Cola is the longest-running sponsor of the Olympic Games. The newly opened 1928 Room not only reflects the historic roots of this relationship – which started with a boatload of 1,000 crates of Coca-Cola that accompanied the U.S. athletes to Amsterdam – but also the enormous social and cultural impact of the Olympic Games throughout its history.