DUBAI, 29 November 2005 — The Coca-Cola Company and FIFA, football’s world governing body, last week 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, Blatter and Isdell gave 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. 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.
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(tm) consumer programs in scores of countries around the world.
The Coca-Cola Company is one of the longest-standing corporate partners of Federation 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 Blatter.
