100 years of Olympic sponsorship

Like it or loathe it, there is a lot of sponsorship at the Olympics.

It's already been discussed how some people feel there is now too much weight given to commercial priorities.

But some big-name brands, such as Coca-Cola, have been linked to the Olympics for nearly 100 years. Here, take a look at how sponsorship first started, and how it has changed the Games.

To see the enhanced content on this page, you need to have JavaScript enabled and Adobe Flash installed.

Featuring the voices of Olympic Historian Philip Barker and Coca-Cola Archivist Ted Ryan.

All images subject to copyright. Click bottom right for image details.

Music by The Pointer Sisters, Robert Miles, Madonna, Van Halen and KPM Music.

Audio slideshow production by Paul Kerley. Publication date 18 July 2012.


BBC London 2012

London Olympics 2012

The Advertising Archives

The BBC is not responsible for the content of external websites.

More audio slideshows:

Bond at 50 - Designing 007

Global views - award-winning travel photography