Energising Sports Fans Leads to Remarkable Sales Success

At Swire Coca-Cola, we take pride in delivering a refreshing and enjoyable experience for all sports enthusiasts. Through dynamic activations, strategic product placements, and dedicated community support, we not only elevated the sporting experience but also achieved remarkable sales success.

Celebrating Hong Kong Sevens 2024



The Hong Kong Sevens 2024, a world-class rugby tournament and one of Asia’s most popular annual sporting events, concluded with great success at the Hong Kong Stadium in April. Throughout the three-day event, Swire Coca-Cola HK launched a series of innovative marketing initiatives both inside and outside the stadium to engage fans and amplify the excitement.


Beverage booths strategically placed around the stadium kept fans refreshed, whilst our promotional staff and mascot who were dressed in themed costumes interacted with the crowd to promote our products.

We also introduced a rugby-themed Instagram filter to encourage fans to share their memorable moments on social media, which enhanced our brand's visibility. The festivities also extended to the streets with an interactive rugby experience zone set up in Causeway Bay.

These marketing efforts resulted in a remarkable 52% increase in on-site sales over the previous year. This achievement is a testament to the hard work and dedication of the Hong Kong sales teams and frontline staff.

Our Arizona Team Wins Big During March Madness 

In the U.S., Swire Coca-Cola, USA also played a key role in energising sports fans during “March Madness” - one of the most anticipated college basketball tournaments that features 68 Division I college basketball teams from the National Collegiate Athletic Association (NCAA).

Our Arizona team spent months preparing for the Men’s Final Four of the tournament that was held at State Farm Arena in Glendale. In the lead-up to the finals, the team executed over 1,000 retail displays across Arizona in both large and small stores.

With the support of The Coca-Cola Company’s North America Operating Unit, the team blitzed the market with products and 25 local immersive experiences at large retail stores, colleges and universities, and within the community. This created memorable moments for fans and also boosted our brand presence.

We also promoted youth development and inclusivity in sports by supporting the Special Olympics and the Boys and Girls Club of Arizona during the Final Four.

Our U.S. team yielded impressive results, with a 14.8% increase in March revenue performance over the prior year in Arizona and an additional 500K unit cases sold. These achievements reflect our team’s commitment to excellence and strategic market engagement.


Watch the video to learn more.