2010 World Cup Trophy to tour Africa

Tuesday, September 22, 2009

Zurich - Thousands of fans will enjoy a rare close-up view of the authentic 2010 FIFA World Cup Trophy, which will visit every nation in Africa, giving fans a once-in-a-lifetime opportunity to look at, but not touch, the coveted piece.

FIFA and Coca-Cola yesterday announced that the world cup trophy will tour 86 countries in the world, including 53 African countries.

Only State Presidents and World Cup winners have been known to touch this exclusive trophy, and only a handful of people know where it is kept.

Made of solid 18-carat gold, the 36cm tall piece, weighing 6kg, boasting two layers of semi-precious malachite, is due to leave the FIFA headquarters in Zurich, Switzerland, on Thursday, en route to Cairo, Egypt.

It will wrap up its African tour in Cape Town on 2 December 2009, just in time for the FIFA World Cup draw.

It will then resume its world tour from Seoul, South Korea, on 17 January 2010, before being hauled back in May 2010 to South Africa to a venue still to be announced.

FIFA President Sepp Blatter said the international reach and marketing expertise of their partner Coca-Cola is an enormous benefit in strengthening the game.

He said it helps 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."

Chairman and Chief Executive Officer of the Coca-Cola Company, Muhtar Kent, said the trophy tour will help ensure that fans have "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.

Coca-Cola has also unveiled a grand marketing campaign for the soccer extravaganza inspired by the joyous dance celebrations.

The company has invited fans to express their optimism and passion for football through active dance celebrations and a promise to award the best dancer during the tournament.

The promotional campaign also includes a music anthem, global television commercials, an online program and commemorative packaging.

In the months leading up to the 2010 FIFA World Cup, an array of programmes will be activated that will bring fans closer to the world cup experience.