Four months ago, the Coca-Cola Co. restructured its North American business in order to fulfill a number of strategic objectives.

Although an increase in partnership activity was not among the beverage giant’s articulated goals, it could be a result of the moves that began with Coca-Cola’s acquisition of the North American operations of its largest bottler, Coca-Cola Enterprises.

Already the newly created Coca-Cola Refreshments, Inc.—consisting of Coca-Cola Refreshments USA, Inc., and Coca-Cola Refreshments Canada Co.—has forged its first deal: presenting sponsorship of next month’s CinemaCon, the official convention of the National Assn. of Theatre Owners.

CCR is the new name for the sales and operational elements of the former Coca-Cola Enterprises and the vast majority of The Coca-Cola Co.’s U.S. and Canadian businesses. As such, any future deals from the unit would likely be B2B plays similar to the CinemaCon sponsorship.

Coca-Cola’s well-known consumer-facing sponsorships, along with other marketing and advertising functions, remain under the auspices of the reshaped Coca-Cola North America, which is responsible for “franchise leadership and consumer marketing and innovation,” according to the company.

Aside from the signing of its first deal, another sign that additional sponsorships could be forthcoming from CCR is its establishment of the role of group vice president, strategic partnership marketing. That position is filled by Stefanie Miller, who served in the same post for the pre-acquisition Coca-Cola North America, where she was in charge of relationships with travel destinations, cinemas, theme parks and other key customer groups.

“Through our association with CinemaCon, we are able to connect and collaborate with our valued theater industry partners and create movie-going experiences that bring moments of happiness to people every day in theaters around the world,” Miller said in a statement announcing the sponsorship of the March 28-31 event. The convention, which takes place at Caesars Palace in Las Vegas, is expected to draw more than 5,000 cinema owners and operators, plus other professionals from the motion picture industry.

“CinemaCon is simply thrilled to be partnering with Coca-Cola,” said Mitch Neuhauser, CinemaCon managing director. “Dedicated to promoting the theatrical experience worldwide, Coca-Cola is innovative, on the cutting edge and highly regarded when it comes to their incredible promotional efforts and campaigns from both the exhibition and distribution sides of the business.”

CinemaCon this year replaces ShoWest as the annual convention and trade show for the movie theater business. NATO rebranded the gathering after taking sole responsibility for producing it as a nonprofit trade association event. The for-profit ShoWest was produced by NATO and Sunshine Group, a unit of Nielsen Business Media’s trade show group.

NATO retained Sunshine Group’s Andrew Sunshine as manager, sponsorships and trade show.