Thums Up has announced that they become the official partner with the Tokyo 2020 Paralympic Games set to take place from 24 August to 5 September. This is the brand’s first partnership with the Paralympic Games and through this partnership, Thums Up aims to encourage inclusion and salute the real heroes of Tokyo 2020. Thums Up is the first homegrown beverage brand to partner with the Olympics at the global level.

Arnab Roy, vice president and head-marketing, Coca-Cola India and South-West Asia, said that this partnership aims to bring inspiring stories of Paralympians to the fore through campaigns and promotional activities.

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“Through this partnership, we want to showcase the real-life struggles and successes of our extraordinary heroes, our para-athletes. This partnership not only reinforces our long-standing commitment to refresh sports fans and enhance our consumers’ experiences but is also a message of inspiration for brands to be part of such meaningful and inclusive associations,” he added.