• June 24, 2009

Coca-Cola will sponsor a global tour of the Federation Internationale de Football Association (FIFA) World Cup Trophy. The FIFA World Cup Trophy Tour by Coca-Cola will visit 86 countries during the 225-day tour starting on Sept. 21.

Coca-Cola will run promotions on the route for tickets to the tour. 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 first global Trophy Tour in 2006 visited 31 cities in 29 countries, per the Atlanta-based beverage giant, which has had a formal association with FIFA since 1974 and an official sponsorship of FIFA World Cup since 1978. Coca-Cola says it has had stadium advertising at every FIFA World Cup since 1950.--Karl Greenberg