The global leg of the FIFA World Cup™ Trophy Tour by Coca-Cola kicked off with an official launch ceremony at London Stansted Airport with former FIFA World Cup™ winners Sir Geoff Hurst of England and Andrea Pirlo of Italy. The stars helped send the original FIFA World Cup Trophy off on its worldwide journey to 91 cities across 51 countries and six continents ahead of the summer tournament.
Coca-Cola invited fans around the world to get #ReadyFor the 2018 FIFA World Cup with a once-in-a-lifetime opportunity to get up close to the same solid-gold trophy that will be presented to the winning country of the tournament.
Before starting on its global tour, the FIFA World Cup Trophy Tour by Coca-Cola traveled across Russia for three months, spanning nearly 10,000 miles and visiting 16 cities, making it the longest host country tour in history.
This tour marks the fourth time Coca-Cola and FIFA have come together to bring the Trophy Tour to the world. 2018's experiential activation will visit several countries for the first time ever, including Iceland, Austria and Mongolia.
“As football fans around the world gear up for the 2018 FIFA World Cup, we want to make sure they are ready for all of the emotions that this summer’s tournament will bring,” said Ricardo Fort, vice president, global sports partnerships, The Coca-Cola Company. “The Trophy Tour will give fans everywhere a taste of the excitement that’s to come, not to mention a once-in-a-lifetime chance to see the Trophy for themselves.
Phillipe Le Floc’h, chief commercial officer, FIFA, added, “Following the success of the first phase of the FIFA World Cup Trophy Tour, which gave more than 220,000 people across Russia the chance to see the FIFA World Cup Trophy with their own eyes, we are very excited to now offer this unforgettable opportunity to football fans around the world. The next few months are going to bring joy and wonder to hundreds of thousands of people from over 50 countries, and we thank Coca-Cola for partnering with us in taking the FIFA World Cup to the world.”
The Coca-Cola Company has had a relationship with FIFA since 1976 and has been an official sponsor of the FIFA World Cup since 1978. Coca-Cola has had stadium advertising at every FIFA World Cup since 1950 and is a long-time supporter of football at all levels.
Want to hear more about Coca-Cola's special relationship with football? Head over to our Premier League hub for all the updates from our partnership with the best league in the world.