Coca-Cola Boosts Female Athletes In India With The Anju Bobby Sports Foundation (ABSF)  

Coca-Cola India, a subsidiary of The Coca-Cola Company, have an ongoing three-year partnership with  The Anju Bobby Sports Foundation (ABSF), a non-profit organisation focusing to develop the next generation of female athletes in India.  

The deal sees Coca-Cola India and ABSF—spearheaded by India’s first World Championship medallist Anju Bobby George— provide essential amenities and training equipment to support emerging women athletes in India, including 20-year-old long jumper Shaili Singh.

Rajesh Ayapilla, Director – CSR and Sustainability for Coca-Cola India and Southwest Asia (INSWA), said, “At Coca-Cola India, we believe in the power of sports to inspire, empower, and unite communities. Our longstanding partnership with the Anju Bobby Sports Foundation reflects our commitment to fostering the next generation of Indian women athletes.”

“With sports being an integral part of both organizations’ DNA, through such initiatives, we are dedicated to creating a supportive environment where athletes can thrive. We are proud to sponsor talented individuals like Shaili Singh, reaffirming our commitment to empowering women in sports and contributing to their success on the global stage”.

Anju Bobby George, Founder, Anju Bobby Sports Foundation, added, “I feel honoured to be associated with such a brand like Coca-Cola India. They were the first ones to support our cause, and their contribution has been instrumental in creating a world-class training facility in India at the Anju Bobby High Performance Center, Bangalore.” 

“Today, we have some top-quality track and field equipment, some of the quality gym equipment, and our athletes here are focused on making the most of these facilities to help India win its Olympic medal. Personally, as well, I feel if I could win India’s first world championship medal, it’s my duty to share my knowledge and experience with these young women, thereby contributing to India’s success.”

According to ASN data, Coca-Cola India (98.5%, US$365.1m+)  is indisputably the biggest spender for its category in India since Q321, however, spends are tipped to plummet to almost US$6.9m in Q224, mainly due to high-profile withdrawals in the IPL and Bollywood endorsement world. Coca-Cola’s latest spend aligns with its focus to back female athletes in India.