Coke picks up the tab, and why? The sport is growing fast and has more than 200,000 players

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New York Times October 21, 1975

In early September, the APTA and Coca-Cola Bottling Company of New York announced the start of an exciting new relationship.

Discussions between Mr. Charles E. F. Millard, President and Chief Executive Officer of CCBCNY, Jack Cantwell of their advertising agency, Jack Cantwell Associates, and the APTA resulted in the agreement that covered a men’s tour, the production of educational materials, and a junior development program.

Millard was a keen player and loved the game.

Source: Paddle Talk, No. 1