COCA-COLA to take FIFA WORLD CUP™ trophy on unprecedented tour of AFRICA

ZURICH, Switzerland and ATLANTA. - The most coveted icon in world football will spread excitement throughout every nation in Africa later this year when the FIFA World Cup™ Trophy Tour by Coca-Cola takes an unprecedented journey across the continent in anticipation of the 2010 FIFA World Cup™.

The Coca-Cola Company and FIFA, football’s world governing body, today announced details of the route which will span more than 50 countries during the course of a 70-day tour that will allow thousands of Africans to see the real solid-gold trophy in person.

The initial four-month long leg of the Trophy Tour, which kicks off in Cairo, Egypt on September 24, 2009, was developed through an exclusive partnership between FIFA and Coca-Cola, a FIFA Partner and one of the organization’s longest-standing corporate partners.

On December 3, 2009, the first leg of the tour draws to a close in Cape Town, South Africa, near the time of the 2010 FIFA World Cup Finals draw. The second leg of the FIFA World Cup Trophy Tour by Coca-Cola will see the trophy visit additional countries across the globe from January to April 2010. Dates and cities for that leg have not yet been finalized and will be announced at a later date.

During the Trophy Tour, fans will be 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 will be made 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 themselves with the trophy, view a special 3-D movie showcasing memorable moments of the FIFA World Cup, participate in interactive displays and enjoy other entertainment. Countries and dates of the route are subject to change.

“The FIFA World Cup Trophy Tour by Coca-Cola will give thousands of fans in Africa the extraordinary chance to get close to the real trophy for the first time ever,” said Emmanuel Seuge, group director, worldwide sports and entertainment marketing, The Coca-Cola Company. “While South Africa is the host country for the 2010 FIFA World Cup, the entire continent will celebrate and welcome the event. That is why it was important to us to ensure the tour visit every country in Africa.”

“We are delighted to be partnering with Coca-Cola again to stage the FIFA World Cup™ Trophy Tour,” said Jérôme Valcke, FIFA Secretary General. “We believe that the tour will capture the imagination of Africa’s people, enabling them to get closer to world football’s greatest prize.”

The 2010 FIFA World Cup Trophy draws on the huge success of the first global Trophy Tour held in 2006. In 2006, the tour visited 31 cities in 29 countries, covering 63,734 miles (102,570 kilometres) with millions of fans around the world enjoying the chance to have a closer look at football’s most famous prize.

The authentic, FIFA World Cup Trophy is awarded to the winning nation at each tournament. The iconic trophy measures 36.8 centimetres (14.5 inches) high, weighs in at 6,175 grams (13.61 pounds) and is made of solid, 18-carat gold. The winners retain it until the next tournament and are awarded a replica that is gold-plated, rather than solid gold. The base contains two layers of semi-precious malachite, while the bottom side of the Trophy bears the engraved year and name of each FIFA World Cup winner since 1974.

The Coca-Cola Company has had a formal association with Federation Internationale de Football Association (FIFA) since 1974 and an official sponsorship of FIFA World Cup that begin in 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, from grassroots to the FIFA World Cup.