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 FIFA World Cup™ that began in 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950.
FIFA and The Coca-Cola Company extended their long-time partnership to until 2030. The renewed commitment by Coca-Cola in the non-alcoholic beverages category includes cash and in-kind products and services in support of the broad spectrum of FIFA-organized 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 watched FIFA/Coca-Cola World Ranking for men's national teams and FIFA Women's World Ranking.
2014 FIFA World Cup Brazil™
‘The World's Cup’ campaign for the 2014 FIFA World Cup Brazil was the largest marketing program in the history of the Coca-Cola Company and harnessed a multi-faceted strategy of key elements aimed at celebrating football as a force for social good.
Brought together under an overarching and uniquely Brazilian visual identity, the ‘World’s Cup’ campaign included:
- "One World, One Game", a two-minute digital and TV film following the stories of four football teams from around the world and showing members of each team being surprised with tickets to attend the FIFA World Cup and before being chosen to carry the National Flags of Germany and Portugal onto the pitch prior to their Group G clash.
- "Where Will Happiness Strike Next", a documentary-style series of short films profiling soccer fans who have used football to help overcome adversity.
- “The World Is Ours”, the official music anthem for the Coca-Cola 2014 FIFA World Cup campaign " featuring vocals from Brazilian born David Correy and sounds from Monobloco - a Brazilian street band.
- The Happiness Flag, the largest photomosaic ever created, featuring 220,000 digital photos of fan faces and messages, which were transformed into a 3,600-meter-square flag unveiled at the opening match of the tournament. A digital version of the flag allowed consumers to locate their photo in the flag.
- In partnership with Panini, the official sticker album of 2014 FIFA World Cup, Coca-Cola provided exclusive collectable album stickers as well as an online collector’s album. The online experience saw over 3 million football fans collect digital stickers and The Coca-Cola Fan Album connected fans all over the world with over 220 million cards traded.
- Mini Bottles, a limited-edition collectors’ series of 20 mini bottles, 18 of which feature the flags of countries that have hosted the World Cup, plus two special Coca-Cola editions. Produced in Brazil, some six million bottles were sold.
Additional Coca-Cola initiatives surrounding the tournament included inviting consumers to help choose the name of the 2014 FIFA World Cup Official Mascot, as well as a scheme to donate empty plastic bottles that were subsequently used to create seats in Rio's Maracana Stadium. A ticket promotion offered the chance to attend a 2014 FIFA World Cup Brazil match with 100 friends.
Coca-Cola also supported FIFA’s hugely successful digital offering via its continued association with the FIFA/Coca-Cola World Ranking as well as support for the world’s most downloaded app. The Powerade Match Alerts ensured users were among the first to receive team line-ups, notifications of goals, cards and major events during each match.
Coca-Cola was equally busy on the ground in Brazil. FIFA Fan Fest™ by Coca-Cola was activated in all host cities and was again an incredible success. Coca-Cola also recruited more than 760 National Flag bearers for duties at every match in every Host City, while they also backed the Ball Crews who work so tirelessly to ensure match balls are circulated promptly during matches.
For the Coca-Cola Company, the 2014 FIFA World Cup Brazil activation began way ahead of the tournament when it took the FIFA World Cup Trophy out on a mammoth 165,000-km global tour of 90 countries. Beginning in Rio de Janeiro in September of 2013, the FIFA World Cup Trophy Tour by Coca-Cola was an extraordinary undertaking that gave millions of people an opportunity to see the exquisite Trophy and help ramp up the anticipation ahead of the tournament.
Over one million people were given the chance to have a special close-up with the Trophy and received their personal picture of that moment. The Tour, which also paid a visit to 45 Heads of State, reached 3.16 million fans on the specifically created Facebook page and over 1 billion media impressions on digital media.
Maintaining optimum performance levels in often challenging conditions was made more achievable in Brazil thanks to the generosity of Coca-Cola in making Powerade sports drinks readily available. The company’s Value in Kind (ViK) commitment to the FIFA World Cup was, as usual, extensive. Media conferences, doping stations, hospitality suites, Youth Programme areas and press facilities all featured Coca-Cola drinks that were eagerly consumed and greatly appreciated by those who need quickly to take on refreshment during what are often extremely busy periods.
For more information about the Coca-Cola Company and its numerous initiatives to support football from the local level to the FIFA World Cup contact:
The Coca-Cola Company
+1 (404) 676-1254
About The Coca-Cola Company
The Coca-Cola Company (NYSE:KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands and more than 3,800 beverage choices. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our company’s portfolio features 20 billion-dollar brands, 18 of which are available in reduced-, low- or no-calorie options. Our billion-dollar brands include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak. Through the world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.