Coke Olympic Sponsor‏

Coca Cola is a worldwide Olympic sponsor. That applies in Japan and they are using that status on products and in commercials. Not exactly sure what the restrictions are, but I assume being a worldwide sponsor makes it difficult to cheer on specific countries or athletes. The commercials I have seen are more general, whereas national sponsors are actively cheering on the Japanese team.

http://www.cocacola.co.jp/products/

Photo is a web capture for explanatory purposes, copyright belongs to the company.