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Coca-Cola, for many years considered being the most valuable and one of the most renowned brands of the world, is an "Official Partner of the 2010 IIHF

World Championship". Furthermore, a partnership with the German Ice Hockey Federation (DEB) has also been concluded.

Coca-Cola, one of the great partners for sports and a supporter of Olympic Games since 1928, will supply many important areas of the World Championship organization with non-alcoholic refreshment drinks. In addition, Coca-Cola will utilize their tremendous presence in the market in order to support the advertising for the 2010 IIHF World Championship proactively.

"It makes us very proud that a world brand like Coca-Cola is giving their commitment to the sport of Ice Hockey in Germany. This partnership is very important for us as everyone can imagine the amounts of refreshment drinks that are need to quench the thirst of all the people involved during an IIHF World Championship in an environment of 56 games. Coca-Cola is offering their entire product range to us and will also strongly support our World Championship advertising with manifold measures" commented Franz Reindl, General Secretary of the 2010 IIHF World Championship and the DEB's Director of Sports, on the conclusion of the partnership.