Coca-Cola to Award 2010 Olympic Torch Relay Spots through Halifax Organization for Youth who Get Active

HALIFAX, Oct. 21 – “Coca-Cola Canada announced today that Active Halifax Communities will be the first community organization in Nova Scotia to host the SOGO Active program (, a national active living program aimed at Canadian youth. Coca-Cola will award over 1,000 torchbearer spots in the Vancouver 2010 Olympic Torch Relay to teenagers who join the program and demonstrate a commitment to adopting an active lifestyle, 20 of which will be awarded to youth affiliated with Halifax-based Active Halifax Communities.””The Vancouver 2010 Olympic Torch Relay will touch the soul of the nation and with SOGO Active, we hope to use the unique power of the Olympic Games to inspire the nation to get active,” said Nicola Kettlitz, GM Olympic Project Team, Coca-Cola Canada. “Youth from Nova Scotia who join the program and make a commitment to active living will have the chance to carry the Olympic Flame,” he added.

“We are extremely proud to support the SOGO Active program in Halifax and pleased to be part of the solution that encourages youth to live more active lifestyles,” said Dawn Stegen, Executive Director, Recreation Nova Scotia, the provincial co-coordinator of Sogo Active with Sport Nova Scotia. “Young Canadians are the future of the country and SOGO Active will help us inspire and motivate them to live active, healthy lives.”

SOGO Active is unlike any other youth fitness initiative because it gives young Canadians the tools to design, change and control their own individual get active plan. The program is a Coca-Cola initiative, executed by ParticipACTION, through intensive consultation with leading Canadian physical activity experts, teenagers and a broad network of provincial, territorial, aboriginal and community-based organizations. SOGO Active is a $5 million, five-year initiative.

Coca-Cola will award over 1,000 torchbearer spots in the Vancouver 2010 Olympic Torch Relay to teenagers who join SOGO Active and demonstrate a commitment to adopting an active lifestyle.

“We’ve travelled the country and asked youth and physical activity experts what it will take to get young Canadians active, and the outcome is SOGO Active,” said Kelly Murumets, President & CEO of ParticipACTION. “Youth inactivity has always been a challenge, but SOGO Active’s for-youth, by-youth approach is a truly exciting solution.”

Here’s how SOGO Active works:


Coca-Cola and the Olympic Movement

The Coca-Cola Company has been associated with the Olympic Games since 1928 and is the longest continuous corporate supporter of the Olympic Movement. Through the Olympic Games, Coca-Cola encourages people to create their own path of “positivity” in everyday life by believing that anything is possible. The Company’s sponsorship supports National Olympic Committees in more than 200 countries to help athletes train and compete. The Coca-Cola Company is the exclusive nonalcoholic beverage provider to the Olympic Games through 2020.

Coca-Cola Canada

The Coca-Cola Company is the world’s largest beverage company. In Canada, the Company is represented by its subsidiary, Coca-Cola Ltd. Coca-Cola is Canada’s largest beverage company. Coca-Cola in Canada markets three of Canada’s top nonalcoholic sparkling beverage brands, Coca-Cola, Diet Coke and Sprite and the leading ready to drink tea: Nestea. In addition, our subsidiary is the largest juice and juice drinks company with Minute Maid, Five Alive and Fruitopia. The Company also markets DASANI, PowerAde and other hot and cold beverages.

For more information about Coca-Cola Canada, please visit our website at or our parent company’s website at


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Recreation Nova Scotia and Sport Nova Scotia

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Active Halifax Communities

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For further information: Media inquiries: On-site in Halifax: Kirsten Mihailides, Coca-Cola Canada, Mobile: (604) 828-3534; For background: Carrie Makrigiannis, Environics Communications, (416) 969-2750

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