• BBC, Monday, September 18, 2006 12 PM

Coca-Cola was the best-recalled brand of the 15 World Cup partners, according to initial research compiled for Fifa, soccer's world governing body. "From all the data we have seen, we believe that Coca-Cola really enjoyed the best success in 2006," says Jamie Graham, managing director of Sponsorship Intelligence, Fifa's official researchers. But Graham is quick to point out that the global soft-drink giant has worked for years to promote a successful partnership with the sport. It has been a World Cup partner of Fifa since the 1970 tournament in Mexico. Coke was able to attract fans to its products--as were all 15 sponsors--by offering tickets through competitions and other promotions. It also gave its full backing to the Fan Festivals held before each match in Germany--events that drew crowds three times larger than originally predicted. It also introduced a bit of innovation by changing the colors on its perimeter boards to reflect those of the teams that were playing. Overall, the tournament reportedly generated 1.9 billion euros in marketing revenue, with the sale of TV and new media rights raising 1.2 billion euros and the remaining 700 million euros from sponsorship and hospitality.

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