Fifa to resume global World Cup marketing push tour

Fifa is to resume its global marketing push for this summer’s World Cup in South Africa as the FIFA World Cup Trophy Tour by Coca-Cola continues its five-continent journey to another 33 countries around the world.

The tour, which is similar to the Olympic Flame tour, has already visited over 50 African nations and been attended by nearly 200,000 fans. It began its journey from the FIFA Headquarters in Zurich, Switzerland in September last year, and is due to visit 83 countries travelling in total 138,902 kilometers.

During the Trophy Tour, fans are given the chance to enjoy a rare close-up view of the authentic FIFA World Cup Trophy.  Free tickets to the 2009/10 Trophy Tour are available to consumers via Coca-Cola promotions in countries on the route. 

At events in each city, fans will have the opportunity to have a souvenir photo taken of them with the trophy, view a special 3D movie showcasing memorable moments of the FIFA World Cup, participate in interactive displays and enjoy other entertainment.

“The response to the FIFA World Cup Trophy Tour by Coca-Cola in Africa has been incredible, we have been greeted by thousands of passionate fans who have welcomed us to their countries and expressed their excitement and celebrations at our events,” says Emmanuel Seuge, group director, worldwide sports and entertainment marketing, The Coca-Cola Company.

Jérôme Valcke, FIFA secretary general, adds: “Teaming up with Coca-Cola has allowed us to embark on the most ambitious tour of the FIFA World Cup to date and we have been delighted by the number of people who have greeted its arrival and displayed their rich culture and passionate support. We look forward to taking the FIFA World Cup Trophy to even more fans in 2010.”

The tour is just one part of Coca Cola’s global marketing campaign plans to support its sponsorship of the 2010 FIFA World Cup in South Africa.