World Table Tennis Unlocks Huge New Category With Coca-Cola

In a category-breaking move, soft drink giant Coca-Cola is set to back World Table Tennis (WTT), the revamped International Table Tennis Federation (ITTF) competition structure*.

The WTT had traditionally only found water and isotonic sponsor brands (eg Gatorade, 100 Plus, Ganten) so to secure Coca-Cola – whose category exclusivity will also cover carbonated soft drinks – is unheard of in the last 12 years, and – as one of the Olympics’ TOP partners – a big scalp for WTT.

The deal will also cover China – the country is hosting its first Grand Smash in 2021 – as well as this month’s WTT Macao, a promotional showcase event with a total prize pool of US$800,000.

Joining Coca-Cola there is one of Macao’s hospitality leaders, Galaxy Entertainment Group (presenting partner) and LD Sports, the sports content and marketing company (“global premier partner).

ITTF chief executive and WTT director Steve Dainton commented, “These partnerships with global brands Coca-Cola, Galaxy Entertainment Group and LD Sports underline the significant plans that we have for our sport.” He continued, “WTT Macao will be a show like no other and a bold statement of our intentions to take table tennis to the next level.”

WTT, is the in-house commercial division of the ITTF, created last year to freshen up and commercialise the global federation’s tournaments.  The new event format for WTT Macao includes an exclusive women’s tour, more than double prize money, enhanced TV production and digital storytelling.

* The new WTT tournament structure will comprise 4 major Grand Smashes, featuring alongside the year-round WTT Series, WTT Champions Series, WTT Contender Series and season-ending WTT Cup Finals.