Coca-Cola announced last week its ongoing commitment to the Apollo Theater. The beverage giant sponsors Apollo programming–including the theater’s signature show, “Amateur Night”, and several of the institution’s education and community initiatives–with a long-term, multi-year partnership.
The Apollo’s partnership dates back to the late 1980s, when then-Chairman Percy Sutton brought Coca-Cola on to support the continued revitalization of the Apollo as a non profit cultural institution.
“Coca-Cola has been a steadfast partner with the Apollo as we have transformed ourselves into one of Harlem’s, New York’s and the nation’s pre-eminent non profit cultural institutions,” said Apollo Theater President and CEO Jonelle Procope. “We also share a deep commitment to serving and enhancing the life of the Harlem community, to education and to the well-being of our neighbors. We are grateful for Coca-Cola’s continued support of both the Apollo’s artistic vision and of our role as a community resource.”
“Amateur Night”, “Amateur Night Stars of Tomorrow”, the institution’s annual open house events, Harlem Week and the theater’s annual Kwanzaa celebration and other holiday programs are among the programs that Coca-Cola sponsors. The company also supports the Apollo’s Amateur Night Digital, which was launched in 2011 featuring a new website and mobile app that bring the theater’s signature show to audiences around the world.
In 2012, the Coca-Cola Lounge was installed in the Apollo’s lower mezzanine to give patrons an area within the theater to enjoy a beverage. The company has provided support since 2008 for the institution’s annual gala fundraising benefit.
“The Apollo Theater and Coca-Cola share a history of bringing people and communities together,” said Pam Stewart, region sales vice president of Foodservice On-Premise at Coca-Cola Refreshments. “We look forward to continuing our relationship with the Apollo Theater through 2021 and continuing our joint efforts to support the Harlem community through programs like Harlem Healthy Soul Festival and the Apollo Theater Academy.”
At last week’s “Amateur Night” program, entertainer Leslie Uggams presented the company with an award during a