YOUR SUPPORT IS REAL MAGIC
Every day, people living with intellectual disabilities encounter barriers. The reality is that participation in public life and in areas such as sports is often restricted, or even denied.
But at the Special Olympics World Games, these dreams become realities for so many. And this summer, Coca‑Cola and Special Olympics International are creating Real Magic to send a powerful message of inclusion, and inspire Olympic Games athletes to success at Paris 2024.
The Special Olympics World Games is the largest inclusive global sporting event, held every two years, alternating between summer and winter editions. In 2023, the event was held in Berlin, where more than 7,000 athletes with intellectual disabilities from more than 170 nations competed.
But the Special Olympics are far more than just another sporting event. For many of the athletes, they serve as a catalyst for a healthier and more active lifestyle. The World Games is an unmissable social gathering that forges lasting bonds between athletes and fosters a profound sense of inclusion in wider society.
Now, Coca‑Cola is inviting Special Olympics athletes to send messages of inspiration, advice and good luck to their counterparts getting ready for Paris 2024, before travelling to meet them and experience the magic of the Olympic Games together.
Swimmer Taylor MacKenzie, 16, was Britain’s youngest competitor at the 2023 Special Olympics in Berlin, but this didn’t stop her winning gold medals in both the 200m and 400m freestyle races.
Asked what advice she would give to Olympians competing in Paris, she said: “I think it’s the focus that’s important. Confidence is key but nervousness is power. It really drives you through that race, or whatever you’re going through.
“The feeling is something you can’t even express,” she added. “At the end of the day I think the nerves are overruled by the enjoyment and the people you meet along the way. Just try living the moment, try and enjoy it as much as you want. Bring your camera and film everything!”
The campaign, which will also raise awareness of the Special Olympics and its athletes, builds on Coca‑Cola’s history as a dedicated global founding partner of the Special Olympics since 1968, and a proud global sponsor for over 55 years. In June 2024, Coca‑Cola and Special Olympics International announced an eight-year extension to their partnership through 2031.
For Taylor, the Special Olympics has opened doors to exciting possibilities. She said: “I think through swimming, I really developed that sense of confidence that I wouldn’t have found without it, and its really got me through lots of tough things and made me the person I am today.
For athletes, volunteers, coaches, and other supporters from across the globe, the Special Olympics inspire hope and belief in a future filled with global acceptance, understanding and unity.
At Coca‑Cola, we lend support to Special Olympics programmes, athletes and events worldwide through financial contributions, volunteering and awareness-driven marketing initiatives.
Continued support, every day, is the true magic that keeps us going.
