ATLANTA -- Charles B. Fruit, a Coca-Cola Co. executive who played a key role in its global sports marketing efforts, died Tuesday of a heart attack after his regular morning swim, reported The Atlanta Journal-Constitution.
Fruit, 61, joined the company in 1991 as vice president of global media and served as chief marketing officer in 2001 and 2004. He was an influential figure in sports marketing, managing Coca-Cola's relationship with the Olympics and World Cup, said the report. Fruit had been senior adviser for marketing, strategy and innovation since March 2006.
Before coming [image-nocss] to Coca-Cola, Fruit worked for St. Louis-based Anheuser-Busch, where he helped secure a 15-year exclusive beer sponsorship for Budweiser during the launch of ESPN.
"Chuck was a champion of the Coca-Cola Co. and all of the marketers who breathe life into our brands," Coca-Cola said in a memo from Neville Isdell, chairman and CEO, and Muhtar Kent, president and COO, cited by the newspaper. "He was recognized around the world as a media and sports marketing visionary. And in an industry often characterized by sharp elbows and pointed tongues, he was universally regarded as kind and thoughtful, as well as the consummate gentleman and professional."
Fruit is survived by his wife, Sharon, the report said.
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