The Olympic Games 2012 is a great world-famous sports event. The Olympic Games attract not only sportsmen from the whole world but also the companies who want to be the sponsors of this affair. As the use of the Olympic brand is carefully protected, many companies try to earn the official status of the sponsor of the Olympic Games. The Olympic Games have always been a great financial investment to the sponsors and suppliers. Sebastian Coe, London 2012 Chairman, said that ‘We are now at the business end of organizing the Games and our Tier Three deals are very important as we source world-class companies to provide goods and services in order to deliver truly memorable Games in 2012’ (Airwave named as London 2012 Tier Three Supplier 2009). The same source provides us with the information of the Worldwide Olympic Partners, who has already signed up contracts for the Olympic Games 2012. They are Coca-Cola, Acer, Atos Origin, GE, McDonald’s, Omega, Panasonic, Samsung and Visa. (Airwave named as London 2012 Tier Three Supplier 2009). The Coca-Cola Company has been an official supplier of the Olympics for many years and does not want to miss the Olympic Games 2012. The Coca-Cola Company is the only company that provides the longest and most continuous relationships with the Olympic Games. The Coca-Cola Company is the leading company in distributing the exclusive non-alcoholic beverages in the world. It achieved its reputation as the traditional creator of entertaining programs and creating merry mood and spirit on different events. The company has been the official supplier of beverages in the Olympic Games since 1928, when Olympic Games were held in Amsterdam. National Olympic Committees and Coca-Cola work closely to support athletes and sports teams in approximately 190 countries. 1986 was the year when Coca-Cola Company became a charter member of the TOP Program as the exclusive product in the category of non-alcoholic beverages (Marketing and Events). Mr. Isdell, the chairman of soft drinks Coca-Cola, insists that the sponsorship strategy of Coca-Cola has always been based on moral principles. He says that in spite of some negative publishing, the Coca-Cola Company is going to be the sponsor of the Olympic Games as the agreements have already been achieved (Coca-Cola defends Olympics deal 2008). Vice versa, the Coca Cola is proud to be the supplier of the beverages to such great sport event and do not want to lose the opportunity to advertise extensively its products to the whole world. The official site of Coca Cola announces that relying on ‘our [the Coca Cola Company’s] enormous respect for the integrity of the Olympic Movement and the values of Olympism, we have renewed our historic bond with the IOC through 2020, extending this extraordinary relationship to nearly a full century’ (The Coca Cola Company). We should be familiar with some statistics which will help us to select suitable target markets, to select a positioning concept. The 70% profit from sales of Coca-Cola products comes from the outside countries (not including the United States of America). The researches showed that the BRIC nations: Brazil, Russia, India and China are the markets which grow fast and they should be