ATLANTA (AP) _ The Coca-Cola Co. announced Sunday it has secured marketing rights for the '94 and '96 Olympic Games, becoming the first global sponsor for the events.

Under the agreement, Coca-Cola will be the only U.S. softdrink maker allowed to use Olympic symbols and mascots in advertising and promotions in 100 countries. It also has exclusive rights for the selling of soft drinks, sports drinks and juice products of The Coca-Cola Co. at all Olympic events.

A similar agreement signed in 1988 expires this year.

Coke already is spending more than $20 million on new ads and promotions during the Winter Olympics in France as its exclusive soft drink sponsor.

Plans for the new sponsorship program were announced Sunday in Albertville, France, where the Winter Games are being held.

''We can go into over 100 countries around the world as the official soft drink'' for the games, said Randy Donaldson, a spokesman for the Atlanta-based softdrink giant.

Donaldson declined to say how much Coke paid for the promotional rights.

The new agreement also allows Coke to sponsor the International Olympic Committee and organizing committees for the 1994 Winter Games in Lillehammer, Norway, and the 1996 Summer Games in Atlanta.