ATLANTA, Nov. 22 /PRNewswire/ -- The Coca-Cola Company and FIFA today
announced a renewed, elite sponsorship agreement and unveiled details of the
first global "FIFA World Cup(TM) Trophy Tour by Coca-Cola," which will include
a visit to Los Angeles, California on February 20, 2006.
The one-and-only, authentic FIFA World Cup Trophy -- the symbol of world
football supremacy -- will be showcased in Los Angeles as part of a precedent-
setting, 28-nation, traveling exhibition.
The itinerary for the three-month, 31-city Trophy Tour -- along with news
of the sponsorship deal that elevates Coca-Cola to a newly created, top-tier
FIFA Partner category -- was disclosed by Joseph S. Blatter, president of
FIFA, and E. Neville Isdell, chairman and chief executive officer, The Coca-
Mr. Isdell also marked Tuesday's occasion by unveiling a new global
marketing platform for brand Coca-Cola, "We All Speak Football," which is
being launched through 2006 FIFA World Cup(TM) consumer programs in scores of
countries around the world.
The joint announcements by the executives of the world's largest beverage
company and football's world governing body were made in Cape Town, South
Africa, host country for the 2010 FIFA World Cup(TM).
"The FIFA World Cup Trophy is one of the most-recognizable sports icons in
the world, and seeing the real trophy in person is an unforgettable
experience, especially in the dramatic way FIFA and Coca-Cola will present it
to fans in Los Angeles," said Santiago Blanco, Director, Marketing, Coca-Cola
North America. "This is an extraordinary opportunity for the people of Los
Angeles who played host to the 1994 World Cup final match between Brazil and
Italy. Not since then has the revered trophy been back in the U.S."
Specific details about the Trophy Tour's visit to Los Angeles will be
announced in early January, including how consumers can get tickets to take in
a piece of football history and share their passion for the world's most
Worldwide Partnership Extension
The Coca-Cola Company is one of the longest-standing corporate partners of
Federation Internationale de Football Association (FIFA), with a formal
relationship since 1974 and an official sponsorship of FIFA World Cup(TM) that
began in 1978. Coca-Cola has had stadium advertising at every FIFA World
Cup(TM) since 1950. The partnership extension is for 16 years (eight years
with an automatic eight-year renewal, subject to certain conditions), from
2007 until 2022.
As a FIFA Partner for the nonalcoholic beverages category, The Coca-Cola
Company enters FIFA's new class of sponsorship, which combines the highest
level of affiliation with a long-term commitment. The Company will enjoy core
sponsorship rights to all FIFA competitions, including the flagship FIFA World
Cup(TM), and exclusive marketing assets, along with increased media exposure
and affiliation with the governing body's special events and development
Overseen by FIFA's Marketing & TV Division, the recently introduced
commercial strategy lifts FIFA Partners into a new realm of commitment
designed to enhance the development of the sport around the world and through
all walks of life.
The commitment by Coca-Cola includes cash and in-kind product and services
in support of the broad spectrum of FIFA-organized events.
"The new agreement with one of our most faithful partners bears witness to
the broad, enduring appeal of the combination of football and Coca-Cola," said
Mr. Blatter. "We are greatly indebted to Coca-Cola and its depth of support
for football, which has helped the game touch more people of all backgrounds."
"This recommitment by Coca-Cola to the world's most popular sport and its
fans affords us new opportunities to bring people closer together through
football," said Mr. Isdell. "Our heritage with football and FIFA is further
energized through the renewed and far-reaching partnership we celebrate
"We All Speak Football"
The new "We All Speak Football" global marketing platform brings to life
the optimistic vision of brand Coca-Cola to draw people together and set aside
their differences, as a way of making the world a little bit better.
"'We All Speak Football' is our common language for associating the
universal passion for football with the uplifting refreshment of Coca-Cola,
and the sense of optimism and happiness that both deliver," said Marc Mathieu,
Senior Marketing Vice President, Core Global Brands, The Coca-Cola Company.
An Icon Comes to Los Angeles
Indicative of the breaking-down-barriers theme behind "We All Speak
Football," the schedule for the global FIFA World Cup(TM) Trophy Tour by
Coca-Cola includes countries well known for their football passions and others
where the sport's foothold might not be as obvious -- and where the chance to
see football's most-prized possession is decidedly rare.
The Trophy Tour kicks off in early January, with stops planned in Africa,
the Americas, Asia and Europe. It marks the first extensive tour of the real,
one-of-a-kind, solid-gold FIFA World Cup Trophy, which is rarely seen in
public outside the nation winning each FIFA World Cup(TM). The viewing event
in Los Angeles also will provide the public the first close-up look at the
newly renovated FIFA World Cup Trophy, which was physically updated in the
second half of 2005.
Global Program Digest
Along with the FIFA World Cup(TM) Trophy Tour by Coca-Cola, The Coca-Cola
Company is putting the final touches on additional fan programs for the 2006
FIFA World Cup Germany(TM) -- to be delivered through Coca-Cola, Coca-Cola
light, Powerade and other various brands.
In February, 2006, Coca-Cola North America will kick off another season of
Copa Coca-Cola, one of the country's most exciting youth soccer tournaments.
Copa Coca-Cola provides a platform for teen boys and girls to participate in a
world-class sports event. Winners of the 2006 Copa Coca-Cola national
tournament will travel to the 2006 FIFA World Cup to serve as flag bearers and
referee escorts as part of the Coca-Cola 2006 FIFA World Cup(TM) International
Flag Bearers Youth Program and the Coca-Cola Referee Escort Program.
Additional fan programs include a "Stadium Art Plus" program inviting fans to
create field-level billboards supporting their national teams; consumer
promotions to win tickets to the FIFA World Cup(TM) final, as well as early-
round contests; and chances to own the adidas(R) Official Match Balls used
during 2006 FIFA World Cup Germany(TM).
Coca-Cola advertising for telecast and the cinema, themed to the "We All
Speak Football" platform, has begun rolling out in various countries. Initial
spots include "Rivalidades" ("Rivalries"), created by the Coca-Cola South
Latin Division, and "Peace Ball." Additional commercials for the ad campaign
are in development.
2010 FIFA World Cup(TM) Ticket Fund
Looking ahead, the new FIFA Partner agreement with The Coca-Cola Company
includes a joint initiative to make available an allotment of discounted
tickets to the 2010 FIFA World Cup(TM). The Coca-Cola and FIFA program, based
on the "We All Speak Football" platform, will enable South Africans who
otherwise would not be able to attend FIFA World Cup(TM) to enjoy tournament
matches through the 2010 FIFA World Cup(TM) Ticket Fund.
The Coca-Cola Company is the world's largest beverage company. Along with
Coca-Cola, recognized as the world's most-valuable brand, the Company markets
four of the world's top five soft drink brands, including Diet Coke, Fanta and
Sprite, and a wide range of other beverages, including diet and light soft
drinks, waters, juices and juice drinks, teas, coffees and sports drinks.
Through the world's largest beverage distribution system, consumers in more
than 200 countries enjoy the Company's beverages at a rate exceeding 1 billion
servings each day. For more information about The Coca-Cola Company, please
visit the Web site http://www.coca-cola.com.
SOURCE The Coca-Cola Company