Coca-Cola was the first commercialsponsorof the Olympic games, at the1928 gamesin Amsterdam, and has been an Olympics sponsor ever since.[123]This corporate sponsorship included the1996 Summer Olympicshosted inAtlanta, which allowed Coca-Cola to spotlight its hometown. Most recently, Coca-Cola has released localized commercials for the2010 Winter Olympicsin Vancouver; one Canadian commercial referred to Canada's hockey heritage and was modified after Canada won the gold medal game on February 28, 2010 by changing the ending line of the commercial to say "Now they know whose game they're playing".[124]
