ATLANTA (AP) _ Coca-Cola Co. announced Friday it reached a $60 million advertising deal with NBC for the network's telecast of the 1996 Olympic Games.

The agreement gives Coke exclusive rights to advertise on NBC's telecast of the Games for all non-alcoholic beverages, including soft drinks, juices, sports drinks, teas and waters.

The deal covers the purchase of advertising time over the 17-day period of the Games. In addition, Coke gains exclusive rights to on-air promotions during the Games and on NBC's telecasts of the Olympic Trials.

''Given the higher-than-expected ratings for both the 1994 Olympic Winter Games and the recent World Cup, it is clear America is in love with big events,'' said Coca-Cola vice president Charles B. Fruit. ''The 1996 Olympic Games from Atlanta promise to be the most-watched televised event in history.''

The Atlanta Committee for the Olympic Games has a $456 million deal with NBC for U.S. television rights. A lucrative deal for European rights also has been signed, but TV contracts for Japan, Australia and several smaller markets are incomplete.

''NBC Sports takes great pride in its association with major events in sports,'' said Dick Ebersol, president of NBC Sports. ''Coca-Cola has been a very important partner of NBC Sports for many years, enabling us to be involved with events such as the Summer Olympics.''

Coca-Cola was first associated with the Olympics in 1928 in Amsterdam.