The Middle East remains an important territory for Coca-Cola, and the iconic brand was much in evidence throughout the tournament.

Despite being incredibly busy with the start of a FIFA World Cup Trophy Tour that will eventually take in 90 countries over 221 days, Coca-Cola still found time to fulfill its essential role as a key FIFA Partner in what was a highly successful FIFA U-17 World Cup UAE 2013. 

The Middle East remains an important territory for Coca-Cola, and the public's demand for the iconic brand's full range of soft drinks was surpassed only by the players' essential need to remain fully hydrated in sometimes challenging conditions.

Fortunately, thanks to Coca-Cola's generosity in ensuring its Powerade sports drinks were readily available, every player, coaching staff member and match official was able to take on crucial fluids as required.

Feeling Refreshed

Of course, it is not only those on the pitch who benefit from Coca-Cola's extensive ViK programme: media conferences, doping stations, hospitality suites and press facilities all feature Coca-Cola drinks and are greatly appreciated by those who need to take on refreshment quickly during what are often extremely busy periods.

As usual, Coca-Cola drinks were also available at a variety of outlets in and around the official host stadiums throughout the tournament, with smartly uniformed staff eager to meet the demand.

The Coca-Cola range:
Coke zero
Coca-Cola light
Rani Juices (Mango and Orange)
Arwa still water

Up For Grabs

Coca-Cola activated its Matchball Programme at the FIFA U-17 World Cup UAE 2013, which involved offering up highly sought after official adidas Cafusa matchballs from key tournament matches for a range of promotional initiatives, including a radio competition.

Added Atmosphere

Host City dressing and billboard campaigns added additional vibrancy to the tournament, with Coca-Cola's normal perimeter board and colour programme advertising presence supplemented with “infotainment” spots on the giant screens within each stadium.

Long-time Friends

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 the 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 non-alcoholic beverages category includes cash and value-in-kind products and services in support of the broad spectrum of FIFA-organised 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 followed FIFA/Coca-Cola World Ranking for both men's and women's national teams.


The FIFA/Coca-Cola World Ranking tables have become an integral part of the international game.