Coca-Cola has inked a 16-year strategic pact with FIFA (Fédération Internationale de Football Association) and FIFA World Cup as an Elite FIFA partner. The first of its kind partnership was signed in Cape Town South Africa on November 22 between Neville Isdell, Chairman & CEO, Coca-Cola and Joseph S Blatter, President, Federation Internationale de Football Association.
The announcement marks the beginning of a 16-year association – from 2007 until 2022 (eight years, with an automatic eight-year renewal, subject to certain conditions) – between the two organisations.
As part of the association, Coca-Cola will enjoy special core sponsorship rights to all FIFA competitions, including the flagship FIFA World Cup. The association also includes exclusive marketing assets, increased media exposure and affiliation with FIFA special events and development initiatives .
The renewal continues the company's long-time relationship with the world football governing body and also indicates their connection with football at numerous levels in more than 100 countries. Coca-Cola's involvement with FIFA goes back several decades and has lead to bringing the benefits of football to communities worldwide, extending well beyond just sponsorship.
Apart from this major announcement, a number of other initiatives were also announced like Coca-Cola's "We All Speak Football", Coca-Cola's new marketing platform that would be activated worldwide through various media and consumer programmes.
The occasion also saw Blatter and Isdell announcing the first global FIFA World Cup trophy tour by Coca-Cola. The three-month tour, beginning early January 2006, will visit 31 cities in 28 nations to provide football fans around the world the opportunity to view the authentic FIFA World Cup trophy.