FIFA and The Coca-Cola Company today announced an unprecedented partnership that will extend Coca-Cola’s long-term commitment and support of the world’s most popular sport and its premier event -- the FIFA World Cup -- through the year 2006.
The eight-year agreement, which includes sponsorship of the 2002 and 2006 World Cup tournaments and other FIFA events and programs, marks the first time a sponsor has extended its partnership with FIFA for more than a four-year term. The 2002 World Cup will be held in Japan and Korea. The host nation for 2006 is yet to be decided.
"Football is the world’s game, a common ground that connects people of differing races, origins and cultures throughout the globe," said Mr. Douglas Ivester, chairman and chief executive officer, The Coca-Cola Company. "The global popularity of football makes it a natural fit for Coca-Cola, and it is a partnership we have enjoyed and shared with fans for decades. This agreement reinforces our long-term commitment to football and its tremendously passionate fans around the world."
In addition to traditional sponsorship rights such as product availability, advertising, promotions, and trademark presence, the landmark agreement also enables Coca-Cola to conduct programs that will bring fans from around the world to football’s greatest spectacle in 2002 and 2006.
The FIFA president, Dr. Joao Havelange, greeted the new agreement by recalling that Coca-Cola was the first company to sponsor FIFA activities when he was elected to office in 1974. "Coca-Cola has remained loyal to FIFA for more than two decades," said Dr. Havelange. "FIFA is greatly indebted to Coca-Cola for the support it has given, not only to the World Cup, but also to our grassroots programs such as the FIFA/Coca-Cola World Youth Championship. "It is reassuring to know that even when I leave office later this year, Coca-Cola will still continue its partnership with FIFA for the good of world football."
Dr. Havelange and Mr. Ivester will announce the agreement at the FIFA House today, as the Coca-Cola chairman prepares to attend the World Economic Forum in Davos, Switzerland.
The agreement was reached between Coca-Cola and ISL Marketing, the world’s leading sports marketing agency, which manages FIFA’s marketing programs.
"Coca-Cola is an exemplary partner and a true advocate for football," said ISL managing director Heinz Schurtenberger. "It is uniquely qualified to help FIFA continue its mission of promoting the sport to ensure that people in all corners of the globe can enjoy this great game."
In addition to the World Cup tournaments, the new agreement grants Coca-Cola exclusive rights to FIFA competitions and programs that include the FIFA Women’s World Cup; FIFA/Confederations’ Cup; FIFA World Youth Championships (U-20); FIFA U-17 World Championships; and the FIFA/Coca-Cola Rankings.
Coca-Cola began providing refreshment to football fans at the first World Cup, in Uruguay, in 1930. It has had stadium advertising at every World Cup since 1950, and has been an official sponsor for each World Cup since 1978, including the upcoming tournament in France. The 1998 World Cup (June 10-July 12) is expected to attract more than 2.5 million spectators and a cumulative television audience exceeding 37 billion.
Coca-Cola is bringing more than 1,600 young fans from more than 60 countries to France to experience the passion and excitement of the world’s largest single sport event. In addition, Coca-Cola is conducting a three-continent, five-country tour of the World Cup Trophy, an exciting chance for fans in Saudi Arabia, England, Korea, France and Nigeria to view the gold-plated edition of football’s most coveted prize.
COCA-COLA/FIFA WORLD CUP PARTNERSHIP
The Coca-Cola Company has signed a landmark eight-year agreement with the Fþdþration Internationale de Football Association (FIFA), extending Coca-Cola’s long-term commitment and support of the world’s most popular sport and its fans through the year 2006. The agreement includes sponsorship of the 2002 and 2006 World Cup tournaments and other FIFA events and programs. The agreement marks the first time that a sponsor has extended its partnership with FIFA for more than a four-year term.
Coca-Cola World Cup Fan Programs
As a long-time, global supporter of football at all levels, Coca-Cola understands and shares the fans’ passion for world’s most popular sport and its premier event – the World Cup. The new agreement enables Coca-Cola to conduct programs that will bring fans from around the world to football’s greatest spectacle in 2002 and 2006.
FIFA Programs and Events
In addition to the World Cup tournaments, Coca-Cola will support the following FIFA competitions and programs:
- FIFA Men’s World Cup 2002, 2006
- FIFA Women’s World Cup 1999, 2003
- FIFA Confederations Cup competitions
- World Champions vs. FIFA All-Stars 2002, 2006
- FIFA U-20 World Youth Championships 1999, 2001, 2003, 2005
- FIFA U-17 World Youth Championships 2001, 2005
- FUTSAL 2000, 2004
- FIFA Blue Stars Youth Cup 1999-2006
- FIFA/Coca-Cola World Rankings
Coca-Cola’s global rights to the 2002 and 2006 World Cup tournaments and other FIFA events and programs include:
- Product availability and exclusivity in the non-alcoholic beverage category
- Use of all official FIFA event trademarks and designations
- Trademark presence, including field-of-play advertising boards
Coca-Cola/FIFA Sponsorship History
Coca-Cola has been a partner of FIFA since 1974. This association includes sponsorship of the World Cup and title sponsorship of the FIFA/Coca-Cola World Youth Championship and the FIFA/Coca-Cola World Rankings.
The World Cup
Coca-Cola began providing refreshment to football fans at the first World Cup, held in Uruguay in 1930. Coca-Cola has had stadium advertising at every World Cup since 1952, and has been an official sponsor for each World Cup since 1978, including the upcoming 1998 World Cup in France. As exclusive soft drink sponsor, Coca-Cola has developed significant global and local World Cup promotional programs in many of the nearly 200 countries where it does business.
The FIFA/Coca-Cola World Youth Championship
Since 1977, Coca-Cola has sponsored the FIFA/Coca-Cola World Youth Championship. The international competition is held every two years for under-20 national teams. The 1997 tournament was held in Malaysia, with -- for the first time -- 24 teams competing. The 1997 World Youth Championship was captured by Argentina, 2-1 over Uruguay.
The FIFA/Coca-Cola World Rankings
In August 1993, FIFA and Coca-Cola announced the FIFA/Coca-Cola World Rankings, a computerized ranking system that provides a regular status classification of all senior national teams throughout the world. At the end of each year, FIFA designates a "Team of the Year" and "Most Improved Team.
Coca-Cola and Football
Coca-Cola has a rich, nearly 70-year tradition of supporting football, dating back to the first world championship in 1930. Coca-Cola supports football at every level of the game throughout the world, from grassroots programs to the FIFA World Cup – the largest single-sport event in the world.
Coca-Cola is more than just a sponsor of football -- it is also a builder of the sport. The Company supports numerous grassroots football programs throughout the world. For example, in Asia, Coca-Cola - GO FOR GOAL is a popular 12-year-old program designed to develop competition skills for young players and provide training for adults to become qualified coaches. In 1996, more than 400 teams throughout Asia participated.
Coca-Cola has relationships with all six confederations and sponsors the major events of the following four:
- Union des Associations Europeannes de Football (UEFA)
- Asian Football Confederation (AFC)
- Confederacion Sudamericana de Futbol (CONMEBOL)
- Confederation Africaine de Football (CAF)
Coca-Cola sponsors many of the top teams ranked by the FIFA/Coca-Cola World Rankings. These teams include:
Other Coca-Cola Sponsored Football Events
- Copa America
- African Cup of Nations
- UEFA/CAF Meridian Cup
- Asian Football Confederation
AFC Asian Cup
AFC Asian Youth Championship (under-16)
AFC Asian Youth Championship (under-19)
AFC Afro-Asia Club Championship
AFC Women’s Championship
AFC Asian Club Championship
AFC Asian Winners’ Cup
AFC Asian Super Cup