Posted: February 12, 2004

Athletics: War Of Words On Comrades Drinks Deal

By David Monti

(c) 2004 Race Results Weekly, all rights reserved < RaceResultsWeekly.com>

By Riel Hauman (c) 2004 Race Results Weekly, all rights reserved

A war of words has erupted between the Comrades Marathon Association (CMA) and the South African owners of one of the world's most recognisable brand names, Coca-Cola. On the same day that the organisers of the world's biggest ultramarathon announced that its 30-year association with Coca-Cola Southern Africa had come to an end, the soft drink manufacturer accused the CMA of asking for "unreasonable terms" and of "compromising" the "close" relationship that had existed with previous executives and committees of the race.

The Coca-Cola sponsorship has been replaced by a R15 million (USD2.2 million) deal for the next five years with sports drink manufacturer Energade, which will now be the official sports drink of the Comrades. Energade is already closely linked to the national rugby and cricket teams, the Springboks and Proteas, and Kaizer Chiefs, one of the country's top football (soccer) teams.

Soon after this announcement was made, Coca-Cola issued a statement that it had gone to "great lengths" to attempt reaching an agreement with the CMA. Amanda Broughton, marketing director, intimated that the CMA's unreasonable terms did not acknowledge the interests of both parties. This relationship had now been compromised by the CMA, represented by its CEO, John van den Aardweg, and its marketing agency, the Frontiers Group.

To this Van den Aardweg responded by stating: "It was the CMA and its marketing agency that went to great lengths to attempt to reach an agreement. Had Coca-Cola addressed our negotiations with a level of professionalism and any degree of urgency or seriousness, in all probability it would not have come to this. We are satisfied that we went beyond meeting not only our legal obligations but also our moral obligations towards them. Let us not forget that this was a long and mutually beneficial relationship. It has however now come to an end and the CMA does not wish to participate in exchanging insults with Coca-Cola."

CMA Chairman Dave Dixon expressed support for Van den Aardweg and the Frontiers Group. "The decision to terminate CMA's relationship with Coke was taken with regret by the whole of the CMA Executive after careful consideration and in fact, many months after a new contract should have been concluded. Suffice to say that it was taken with the best interests of the Comrades Marathon and its runners at heart and that our CEO and marketing agency acted according to such mandate," Dixon said.

Van den Aardweg added: "We felt it would be unprofessional and unbecoming to go into the details as to why such a long-term mutually beneficial relationship had come to an end, and we were certainly sincere in expressing our gratitude for the past."

Energade's involvement with the Cormades will be its first major venture into road running. The drink will be provided at the 56 refreshment stations along the route when the ultra is run on June 16.

Commenting on the deal, Van den Aardweg said: "This development brings new money into the sport of athletics and we are confidant that Energade will also inject new energy and vitality into the race and the sport."

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