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FIFA World Cup trophy to make stop in SD
By Sabelo Ndzinisa - SWAZILAND OBSERVER-25-Sep-2009
SOCCER – THE FIFA World Cup Trophy, which will make a stop in the country on November 30, will also be taken to 86 countries, including every nation in Africa.
This is part of a campaign dubbed, ‘FIFA World Cup Trophy Tour by Coca-Cola’.
According to statement from the chairman and chief executive officer of Coca-Cola Company Muhtar Kent, the ceremonial start of the tour was held this week as FIFA President Sepp Blatter sent the trophy on its round-the-world journey.
The trophy will also be flown later in the week from Zurich to its first stop in Cairo, Egypt. “The international reach and marketing expertise of our partner Coca-Cola is an enormous benefit in strengthening the game and helps us bring the excitement and passion of our sport to more people around the globe,” Blatter is quoted as saying. The FIFA chief further states that this campaign captures both the unique spirit of the continent of Africa and the celebrations that football aspires.
The trophy is one of the most recognisable sports icons worldwide. Prior to the 2006 FIFA World Cup, FIFA had totally reviewed all aspects of the use and presentation of the solid gold trophy and overhauled its image in both print and on-screens.
“The purpose of the new brand strategy is to adjust the artwork and treatment to the value and prestige it stands for in the world of football. We will showcase its majestic aura as the centrepiece in our campaign to unite the world in moments of spontaneous celebration. We will leverage our exclusive access to this asset to bring the world a most unique experience. We will offer once in a lifetime experiences for football fans to get close to the trophy, an icon that is revered and coveted worldwide,” reads part of the statement.
The African tour of the trophy includes 52 countries between this month and November. It will then tour the host country, South Africa on December 9 before taking a global tour in 34 countries worldwide between January and April next year. Every African market will get one full day of activation with the trophy. In addition, seven major markets will receive two full event days. When the country arrives in the country, all official events with it, aside from an airport arrival ceremony held the evening of its arrival, will take place in one day.
It’s expected that the Local Organising Committee (LOC), in collaboration with Coca-Cola company in the country, would come up with a full programme of events on the day the trophy arrives in the country.
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