22 September 2009
The World Cup trophy has embarked a global tour of 86 countries, including 53 African countries, to give fans worldwide a chance to see the holy grail of football up close.
The trophy – which is 36 centimetres tall, weighs six kilograms and is made of solid, 18-carat gold, boasting two layers of semi-precious malachite – left Fifa’s headquarters in Zurich, Switzerland for Cairo, Egypt on Monday.
It will wrap up its African leg of the tour in Cape Town on 2 December, just in time for the World Cup draw.
It will then resume its world tour, starting from Seoul, South Korea on 17 January 2010, before being brought back to a South African venue that has still to be announced in May 2010.
Excitement, passion, spirit
Fifa President Sepp Blatter said the international reach and marketing expertise of their partner in the tour, sponsor Coca-Cola, was an enormous benefit in strengthening the game, adding that it helped bring the excitement and passion of the sport to more people around the globe.
“This campaign captures both the unique spirit of the continent of Africa and the celebrations that football inspires.”
Coca-Cola Company CEO Muhtar Kent said the trophy tour would help ensure that fans had the chance to “experience the excitement and pageantry of football no matter where they live.
“And like all football fans, Coca-Cola is especially excited about the 2010 Fifa World Cup taking place on the African continent for the first time,” Kent said.
Joyous dance celebrations
Coca-Cola has also unveiled a grand marketing campaign for the soccer extravaganza inspired by the joy of dance.
The company has invited fans to express their optimism and passion for football through active dance celebrations, with the promise of an award for the best dancer during the tournament.
The promotional campaign also includes a music anthem, global television commercials, an online programme and commemorative packaging.