World Cup Trophy begins 51-stop Coke-fuelled journey

May 12 – The World Cup has begun its now traditional journey quadrennial journey towards the World Cup host nation, in this case Qatar and arriving in time for the October-November event. The tour has become the FIFA equivalent of the Olympic flame.

The World Cup tour is always delivered with a bit of fizz, and once again Coca-Cola is sponsoring the journey that started yesterday at Dubai’s Coca-Cola Arena in the UAE.

The tour will stop in 51 countries and territories, and for the first time will visit all 32 countries that have qualified for Qatar 2022.

With a good amount of marketing fizz, Romy Gai, FIFA’s Chief Business Officer, said: “The FIFA World Cup Trophy is one of the greatest symbols in sport. Bringing it on tour gives us a unique opportunity to shine a spotlight on the fantastic communities around the world who love the beautiful game. The trophy tour – which will end back in Qatar, our amazing hosts – highlights our commitment to making football truly global as we realise the dreams of our fans and bring the joy and excitement of the FIFA World Cup to their doorsteps, together with our long-standing partner Coca-Cola.”

Coca-Cola’s cup looks to be overflowing already.

And once it has it will be thrown away sustainably.

“The FIFA World Cup Trophy Tour by Coca-Cola has a mission to support the development of sustainability efforts at each location visited by the tour. For the first time, consumer activations will be digitally led by Coca-Cola, reducing waste at each stop on the tour and minimising the consumption of water, energy, materials and other resources,” said a FIFA press release.

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