“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.
“We are greatly indebted to Coca-Cola and its depth of support
for football, which has helped the game touch more people of all
backgrounds.”
“This recommitment by Coca-Cola to the world’s most
popular sport and its fans affords us new opportunities to bring
people closer together through football,” said Isdell.
“Our heritage with football and FIFA is further energised
through the renewed and far-reaching partnership we celebrate today.”
The new “We All Speak Football” global marketing platform
brings to life the optimistic vision of brand Coca-Cola to draw
people together and set aside their differences, as a way of making
the world a little bit better.
“We All Speak Football” is our common language for associating
the universal passion for football with the uplifting refreshment
of Coca-Cola, and the sense of optimism and happiness that both
deliver,” said Marc Mathieu, Senior Marketing Vice-President,
Core Global Brands, the Coca-Cola company.
Indicative of the breaking-down-barriers theme behind “We
All Speak Football”, the schedule for the global FIFA World
Cup Trophy Tour by Coca-Cola includes countries well-known for their
football passions and others where the sport’s foothold might
not be as obvious -- and where the chance to see football’s
most-prized possession is decidedly rare.
The Trophy Tour kicks off in early January, with stops planned in
Africa, the Americas, Asia and Europe.
It marks the first extensive tour of the real, one-of-a-kind, solid-gold
FIFA World Cup Trophy, which is rarely seen in public outside the
nation winning each FIFA World Cup.
The viewing event in Port of Spain also will provide the public
the first close-up look at the newly-renovated FIFA World Cup Trophy,
which was physically updated in the second half of 2005.
Along with the FIFA World Cup Trophy Tour by Coca-Cola, the Coca-Cola
company is putting the final touches on additional fan programmes
for the 2006 FIFA World Cup Germany -- to be delivered through Coca-Cola,
Coca-Cola light, Powerade and other various brands.
Among the initiatives are the Coca-Cola 2006 FIFA World Cup International
Flag Bearers Youth Programme; the Coca-Cola Referee Escort Programme
for youth; a “Stadium Art Plus” programme inviting fans
to create field-level billboards supporting their national teams;
consumer promotions to win tickets to the FIFA World Cup final,
as well as early-round contests; and chances to own the adidas Official
Match Balls used during 2006 FIFA World Cup Germany.
Coca-Cola advertising for telecast and the cinema, themed to the
“We All Speak Football” platform, has begun rolling
out in various countries.
Initial spots include “Rivalidades (”Rivalries”),
created by the Coca-Cola South Latin Division, and “Peace
Ball”.
Additional commercials for the ad campaign are in development.
Looking ahead, the new FIFA Partner agreement with the Coca-Cola
company includes a joint initiative to make available an allotment
of discounted tickets to the 2010 FIFA World Cup.
The Coca-Cola and FIFA programme, based on the “We All Speak
Football” platform, will enable South Africans who otherwise
would not be able to attend FIFA World Cup to enjoy tournament matches
through the 2010 FIFA World Cup Ticket Fund.
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