The FIFA World Cup Trophy Tour by Coca-Cola was inaugurated for the 2006 competition. This project transported the FIFA World Cup Trophy on a whistle stop tour to 29 countries around the world. In fact, this represented the first time that the real solid gold Trophy was exhibited on such a large public scale.
The Tour kicked off in Accra (Ghana) on 7 January and concluded in Rome (Italy) on 10 April by way of Johannesburg, Rio de Janeiro, Mexico City, Port-of-Spain, Los Angeles, Tokyo, Beijing and London - to name just a few. It included some countries that had qualified for the 2006 FIFA World Cup and some that had not, some of them well known for being football mad, some others not so obvious to be found on a football map.
For many it was a once-in-a-lifetime experience to get close to the world's most coveted prize in sports which had been renovated by its original creators in Italy in the second half of 2005. Football's followers in every far-flung corner of the earth took the unique opportunity to have their picture taken with the original FIFA World Cup Trophy, a memento they will likely cherish for the rest of their lives. It also put football at the centrepiece in each country just months before the 2006 FIFA World Cup and gave people a chance to share their passion for the game of football together with their fellow countrymen.
From the President of Ghana to the King of Malaysia, from Bebeto to Wayne Rooney, an endless list of football icons, key politicians and other celebrities did not pass on the chance of being photographed together with football's 'Holy Grail'.
FIFA and The Coca-Cola Company worked hand in hand to make the Tour the resounding success it was. The Coca-Cola Company is one of FIFA's longest-standing sponsors, a partnership that has flourished for more than 30 years and has been extended to over four FIFA World Cup tournaments through to 2022.