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Coca-Cola to Take FIFA World Cup™ Trophy on Unprecedented Tour of Africa

FIFA World Cup™: Unprecedented Trophy Tour

Corporate, April 8, 2009

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.

About The Coca-Cola Company
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERADE®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of nearly 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.

About The 2010 FIFA World Cup™
The 2010 FIFA World Cup™ takes place in South Africa, kicking off on 11 June. It is the first time the 32 final teams are competing for the world's most sought after trophy on the African continent. The final will be played on 11 July 2010 at the Soccer City Stadium in Johannesburg. The final draw for the groups is to take place in Cape Town on 4 December 2009.

NOTE TO EDITORS: Media can retrieve a digital photo and route map to accompany this story by visiting our Press Center image gallery at www.thecoca-colacompany.com.

Review The 2010 FIFA World Cup Trophy Africa Route

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