Coca-Cola has extended its association with The Federation Internationale de Football Association in an agreement to last through 2022.
The deal includes the first global FIFA World Cup Trophy Tour by Coca-Cola, which will visit 31 cities in 28 nations beginning in January. The three-month tour kicks off in Accra, Ghana and will move throughout Africa and to America, Asia and Europe. Free tickets will be available through local promotions.
Coca-Cola CEO E. Neville Isdell made the announcement with officials from FIFA while in Cape Town, South Africa, the host country for the 2010 FIFA World Cup. While there, he unveiled a new marketing platform, “We All Speak Football,” which will be launched in multiple countries through consumer programs tied to the 2006 FIFA World Cup.
Marc Mathieu, the senior marketing VP-core global brands for Coca-Cola, said in a statement that the new platform “shows 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.”
The deal includes a host of other football events as well as contests and promotions. TV spots support.
Coca-Cola has had a relationship with FIFA since 1974 and began its official sponsorship of the FIFA World Cup in 1978. The brand has had stadium advertising at every FIFA World Cup since 1950. The latest extension of the partnership runs from 2007 until 2022.
“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,” Isdell said in a statement.
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