1950: FIFA World Cup™ Brazil
We advertise at the FIFA World Cup™ for the first time.
1966: FIFA World Cup™ England
The inventors of football are crowned world champions on home soil – thanks to Geoff Hurst’s famous hat-trick in the final.
1977: FIFA World Youth Championship Tunisia
We help to launch the first sponsored football tournament for 16 to 19-year-olds. In the same year, we launch the FIFA/Coca-Cola World Football Development Programme, a scheme that helps to raise the standards of football around the globe by improving training, sports medicine, refereeing and administration.
1978: FIFA World Cup™ Argentina
We become an official worldwide sponsor for the first time (we’ve been at every one since).
1982: FIFA World Cup™ Spain
The tournament features 24 teams instead of 16 and takes place over three phases for the first time – a round-robin, a group stage, and knock-out finale.
1998: FIFA World Cup™ France
This FIFA World Cup™ makes history for the most goals scored – 171 in total, an average of 2.7 per match.
2002: FIFA World Cup™ Korea-Japan
This FIFA World Cup™ is the first to be hosted by two countries. Sixty-four matches are played across 20 cities.
2006: FIFA World Cup™ Germany
We run the very first FIFA World Cup™ Trophy Tour, visiting 31 countries over three months, giving fans worldwide the chance to see the ultimate prize.
2010: FIFA World Cup™ South Africa
This year, on tour, the trophy visits 84 countries, including 50 African nations, in celebration of the first FIFA World Cup™ on the continent. We also partner with Somali hip-hop artist K'Naan to make ‘Wavin' Flag’ – our song for the tournament.
2014: FIFA World Cup™ Brazil
The FIFA World Cup™ trophy makes its longest journey. More than a million fans get to see the prize up close.
2018 FIFA World Cup Trophy Tour by
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