The Coca-Cola Company is one of the longest-standing corporate partners of 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.
In November 2005, FIFA and The Coca-Cola Company extended their long-time partnership for another 16 years, from 2007 until 2022. The renewed commitment by Coca-Cola in the nonalcoholic beverages category includes cash and in-kind products and services in support of the broad spectrum of FIFA-organized events around the globe, including the FIFA World Cup™, FIFA Women's World Cup, FIFA U-20 World Cup, FIFA U-17 World Cup, FIFA Beach Soccer World Cup, FIFA Club World Cup, FIFA Interactive World Cup, FIFA U-20 Women's World Cup, FIFA U-17 Women’s World Cup, FIFA Futsal World Cup, and the FIFA Confederations Cup.
Coca-Cola also continues to sponsor the closely watched FIFA/Coca-Cola World Ranking for men's national teams and FIFA Women's World Ranking.
2010 FIFA World Cup South Africa™
In 2010, Coca-Cola activated a world-wide campaign in support of its sponsorship of the 2010 FIFA World Cup South Africa™.
The campaign reached millions of people around the world in the run up to the tournament and during the finals. It began in September 2009 with The FIFA World Cup™ Trophy Tour. The Trophy Tour visited 94 cities in 84 countries including 50 countries across the African continent. Nearly one million fans had souvenir photos taken with the trophy in the largest experiential marketing tour ever undertaken by Coca-Cola.
Somalian hip-hop artist K’NAAN specially recorded an uplifting African-inspired track, ‘Wavin Flag – Coca-Cola Celebration Mix’, as the anthem of Coca-Cola’s 2010 FIFA World Cup™ campaign. The track was used throughout the entire campaign as the soundtrack on all TV commercials, at FIFA World Cup™ Trophy Tour events, online and more. By the conclusion of the 2010 FIFA World Cup™ the song had reached number one on music charts in 17 countries.
Social media was a key component of the campaign with the largest YouTube partnership ever done with a global brand. The “Longest Celebration” allowed fans to log on and view dance celebration videos submitted by users in more than 100 countries.
For every goal scored during the 2010 FIFA World Cup™ and celebrated by players with a dance, Coca-Cola donated $1,500 to the Company’s “Water for Schools” effort that helps provide schools access to safe drinking water. The program is just one part of the larger $30 million commitment to the “Replenish Africa Initiative” (RAIN) that will provide at least 2 million people in Africa with clean water and improved sanitation by 2015.
Following the success and excitement of its sponsorship of the 2010 FIFA World Cup South Africa™, The Coca-Cola Company looks forward with anticipation to the 2014 FIFA World Cup Brazil™.
For more information about the Coca-Cola Company and its numerous initiatives to support football from the local level to the FIFA World Cup™ contact:
The Coca-Cola Company
+1 (404) 676-2683
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 17 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.