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Adidas joins hands with Coca-Cola to whip up football fever among youth

Adidas joins hands with Coca-Cola to whip up football fever among youth

Author | exchange4media Kolkata Bureau | Thursday, May 25,2006 7:16 AM

Adidas joins hands with Coca-Cola to whip up football fever among youth

Adidas, the official partner, supplier and licensee of the 2006 FIFA World Cup, along with Coca-Cola, another long standing partner of the FIFA World Cup, has launched Adidas +Challenge, a global football tournament at the grassroot level for kids under the age of 16. The other co-sponsors of this event include ESPN-STAR Sports, Phoney Tunes, Hungama TV and Kolkata TV.

The tournament began in Rio de Janeiro in January 2006 and will take place in 40 countries. In the Asia Pacific region, the tournament will be played in 12 countries, including Australia, China, Japan, Hong Kong, and India among others.

In India, Hyderabad, Delhi, Bangalore, Mumbai, Goa and Chandigarh will host the tournament, with the final being played in Kolkata on May 28, 2006. The winning team will represent India at the Adidas +Challenge final in Berlin, scheduled from July 1-4, 2006.

Elaborating on this initiative, Hartwin Fedderson, Marketing Director, Adidas India, said, “We hope that Adidas +Challenge will allow Indian football enthusiasts to enjoy the spirit of teamwork and will challenge them to deliver their personal best at the same time through this innovative football initiative.”

Said Rajan Gupta, Area General Manager, Coca-Cola, “Coca-Cola is one of the longest corporate partners of the FIFA World Cup since 1950. To energise this heritage with football and FIFA, we are proud to be associated with the seven-city challenge event. The innovative initiative provides us with the ideal opportunity to bring the people of India closer together through football.”

Zinedine Zidane, captain of the French football team, is the global ambassador for Adidas +Challenge tournament.

Also see:

Adidas strengthens partnership with FIFA, launches latest tennis shoes in India

Nokia whips up football fever with ‘Defend Your Turf’ challenge in India

Tags: e4m

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