~The authentic FIFA World Cup™ Trophy was opened to public viewing, today~

Kolkata, December 22, 2013: Over 12,500 football fans in Kolkata treasured the moment of their lives as Coca-Cola and FIFA unveiled the real gold, spectacular FIFA World Cup™ Trophy to the public,at the Police Grounds in Kolkata, today. This is the second time that the authentic Trophy has been in the city. Kolkata is one of the few cities in the world where the most coveted prize in the world of football is staying for three days.

As thousands of people queued up at the Police Grounds in Kolkata from 8 AM in the morning, waiting anxiously for the public viewing arena to open, there were intense exchanges of football and World Cup trivia that eased their wait. Once inside the arena, the football enthusiasts were treated to football dribbling, ball juggling and rhythmic dancingin the background music of – “The World is Ours” – the official Coca-Cola anthem for the FIFA World Cup™ Trophy Tour. This led the consumers to the show-stopping hologram experience, where the football fans saw a breathtaking medley of Fuleco™ in action, Brazilian culture, iconic FIFA World Cup moments, football greats in action and finally the coveted Trophy in a 7 minute show.

At the hologram experience, football fans saw some of the best moments from the FIFA World Cup™ editions of 1966 till 2010. They saw the iconic goals by Pele, Johan Cryuff, Franz Beckanbauer, Maradona, Zidane etc. The loudest cheers were reserved for Pele scoring those goals in the 1970 edition of the World Cup and Maradona scoring, arguably the best ever goal in the 1986 World Cup against England. This hologram experience is brought together leveraging very high intensity light projection against a meshwork of mirrors and reflective screens to create 3D images which can be seen without 3D glasses. As consumers cheered the 3D image of the FIFA World Cup™ Trophy, they were led into the arena where they could see the Trophy live.

Football fans lost no opportunity to click their photographs alongside the Trophy, in their colourful attire, head bands and sometimes sunglasses. The entire experience was smooth and in less than 52 seconds, they had a printed copy of their photograph alongside the coveted Trophy, handed over to them, as souvenir for posterity. While they were making their way out of the arena, the fans refreshed themselves with a perfect serve of ice cold, chilled and refreshing Coca-Cola – the world’s most consumed soft drink. The fans could not thank Coca-Cola enough, for making them a part of history and Kolkata to that exclusive list of cities, where the spectacular FIFA World Cup™ Trophy has touched down.

Talking about the potential of football in India, Kushal Das, General Secretary, All India Football Federation said, “We as a society need to build a culture of sports that is mainstream and accessible to people across the spectrum. This encouragement needs to come in from all quarters and I would like to congratulate Coca-Cola India, our long standing partners, for having belief in the great football talent of our country and playing an important role in giving grassroots football a great boost through initiatives like The Coca-Cola Cup. The FIFA World Cup ™ Trophy coming to India is a matter of great pride will definitely provide encouragement to more and younger talent to contribute towards the sport of football.”

According to Mr. Venkatesh Kini, Deputy President, Coca-Cola India & South West Asia, “While Brazil is the centre of world football, Kolkata is the heart of Indian football and today, once again the city showed why it is called so. Fans came out in large numbers to savour the moments of their lifetime. This Trophy is amongst the world’s ultimate symbols of happiness, optimism, inclusiveness, diversity, collaboration and commitment. Coca-Cola stands for these values and we wanted to leverage this Trophy tour, as a force for good. It is my belief that this Trophy tour will add to the overall sporting culture in the country and fuel the movement of healthy, active living, not just in Kolkata but across the country.”

The FIFA World Cup™ Trophy Tour is the result of Coca-Cola & FIFA’s long association which led to the birth of this unique campaign in 2006. Touted as the world’s biggest experiential marketing campaign, the FIFA World Cup™ Trophy Tour aims at giving football lovers across the globe a chance to see the Trophy.

The global FIFA World Cup™ Trophy Tour by Coca-Cola kicked off with an official launch ceremony in Rio de Janeiro, Brazil, on 12 September 2013. The FIFA World Cup™ Trophy Tour by Coca-Cola is the most inclusive, participatory event ever, inviting fans around the world to get up close and personal with the same trophy that is presented by FIFA to the country winning the FIFA World Cup™. In 2010, when Coca-Cola and FIFA took the trophy to 94 cities in 84 countries, it provided more than 500,000 fans across five continents, an opportunity to be a part of the trophy tour celebrations. This year, the tour will also be visiting 51 new countries that have never had the opportunity to host the trophy before.

About The Coca-Cola FIFA World Cup™ Trophy Tour

The Coca-Cola Company in partnership with FIFA and All India Football Association (AIFF) have come together to bring the largest and longest global tour of the FIFA World Cup™ Trophy giving millions of fans a chance to get up close and personal with the authentic, solid-gold trophy presented to the FIFA World Cup-winning country every four years. The Coca-Cola FIFA World Cup™ Trophy Tour will travel to 90 countries around the globe over a nine month period. The Trophy will be coming to Kolkata, India from 22nd-24th December 2013. This is the second time that the iconic trophy is being brought to India, the first time being early 2010.
FIFA WORLD CUP™ TROPHY FACTS
Date of manufacture 1973
Weight (g) 6175g
(of which 4927g pure gold)
Height (cm) 36.8
Base (cm) Ø 12.5
Widest point cm) 15
Material Gold, two rings of malachite stones
adorn the base
Manufacturer Bertoni GDE Srl, Milan, Italy
Designer Silvio Gazzaniga, Italy
Source (URL) http://www.fifa.com/mm/document
/fifafacts/r&a-awards/52/01/04/fs-
99_09a_ comp-trophies.pdf

In 2010, when Coca-Cola and FIFA took the trophy to 94 cities in 84 countries, it provided more than 500,000 fans across five continents, an opportunity to be a part of the trophy tour celebrations. FIFA World Cup™ winners including Pele, LotharMatthaus, and Christian Karembeu shared their world cup experience during the Trophy Tour. 44 heads of state made time in their schedules to greet the prestigious Trophy’s arrival.

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, whiles the bottom side of the Trophy bears the engraved year and name of each FIFA World Cup™ winner since 1974.authentic, FIFA World Cup™ is awarded to the winning nation at each tournament.

The Coca-Cola Company has had a formal association with FédérationInternationale de Football Association (FIFA) since 1974 and an official sponsorship of FIFA World Cup™ that began 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 Coca-Cola in India

Coca-Cola in India is the country’s leading beverage company with an unmatched portfolio of beverages. The company manufactures and markets leading beverage brands like Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid Apple, Minute Maid Guava, Minute Maid 100 % juice (Minute Maid Apple, Minute Maid Orange, Minute Maid Grape), Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn through a network of over two million outlets.

The Coca-Cola India system will be investing US$ 5 billion in its Indian operations till 2020. The company currently provides direct and indirect employment to more than 1, 50, 000 people. The company provides extensive support to community programs across the country through a series of CSR program focused on education, health and water conservation. The ‘Support My School’ campaign is the company’s flagship CSR program which has revitalized close to 250 model schools in India. For further information on the company’s India operations and its products, please visit www.coca-colaindia.com