COCA-COLA RENEWS WORLDWIDE FOOTBALL ASSOCIATION THROUGH ELITE FIFA PARTNER AGREEMENT
"We All Speak Football" Platform for Coca-Cola Also Unveiled
First Global "FIFA World Cup™ Trophy Tour by Coca-Cola" Kicks Off Array of Programs for 2006 Tournament in Germany
Cape Town, South Africa, November22, 2005 -
The Coca-Cola Company and FIFA, football's world governing body, today announced the extension of their long-time association under the new, elite FIFA Partner umbrella.
The partnership extension was announced by Joseph S. Blatter, president of FIFA, and E. Neville Isdell, chairman and chief executive officer, The Coca-Cola Company, in Cape Town, South Africa, host country for the 2010 FIFA World Cup™.
In addition to the ceremonial signing of the partnership renewal, Mr. Blatter and Mr. Isdell disclosed details of the first global "FIFA World Cup™ Trophy Tour by Coca-Cola," which will visit 31 cities in 28 nations, beginning in early January 2006. The round-the-world tour, created through the exclusive partnership between Coca-Cola and FIFA, will be the most-extensive exhibition by far of the authentic FIFA World Cup Trophy, which is rarely seen in public outside the nation winning each FIFA World Cup™.
Mr. Isdell also marked Tuesday's occasion by unveiling a new global football marketing platform for brand Coca-Cola, "We All Speak Football," which is being launched through 2006 FIFA World Cup™ consumer programs in scores of countries around the world.
The Coca-Cola Company is one of the longest-standing corporate partners of Fédération Internationale de Football Association (FIFA), with a formal association since 1974 and an official sponsorship of FIFA World Cup™ that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup™ 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™, and exclusive marketing assets, along with increased media exposure and affiliation with the governing body's special events and development initiatives.
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 around the globe.
"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 today."
"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.
FIFA World Cup™ Trophy Tour by Coca-Cola
Indicative of the breaking-down-barriers theme behind "We All Speak Football," the itinerary for the global FIFA World Cup™ 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 three-month Trophy Tour, which kicks off in Accra, Ghana, will bring the one-of-a-kind, solid-gold emblem of world football supremacy to fans in Africa, the Americas, Asia and Europe. The viewing event in each tour city 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.
Free tickets to view the reintroduction of the FIFA World Cup Trophy, which is being presented by FIFA and Coca-Cola, generally will be made available to consumers through local promotions in countries on the worldwide route.
Global Program Digest
Along with the FIFA World Cup™ 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™ – to be delivered through Coca-Cola, Coca-Cola light, Powerade and other various brands.
Among the initiatives are the Coca-Cola 2006 FIFA World Cup™ International Flag Bearers Youth Program; the Coca-Cola Referee Escort Program for youth; 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™ final, as well as early-round contests; and chances to own the adidas® Official Match Balls used during 2006 FIFA World Cup Germany™.
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™ 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™. 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™ to enjoy tournament matches through the 2010 FIFA World Cup™ 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 www.coca-cola.com.
*** NOTE TO EDITORS: Media can retrieve a digital photo to accompany this story by visiting our Press Center image gallery at www.coca-cola.com.
