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World’s Largest FIFA World Cup™ Trophy Tour by Coca-Cola and FIFA Kicks off in Rio De Janeiro

  World’s Largest FIFA World Cup™ Trophy Tour by Coca-Cola and FIFA Kicks off
  in Rio De Janeiro

       FIFA World Cup Trophy Will Visit 89 Countries, across all 6 FIFA
                        Confederations in Nine Months

Business Wire

ATLANTA -- September 12, 2013

In a tour spanning more than 92,000 miles, Coca-Cola and FIFA will take the
iconic FIFA World Cup™ Trophy on its longest journey to date. Announced today,
the route for the highly anticipated 2014 FIFA World Cup™ Trophy Tour will
give more than one million people around the world the chance to experience
football's most coveted prize in their own communities.

The global FIFA World Cup Trophy Tour(TM) by Coca-Cola kicked off with an
official launch ceremony a ...

The global FIFA World Cup Trophy Tour(TM) by Coca-Cola kicked off with an
official launch ceremony at the iconic Christ the Redeemer statue in Rio de
Janeiro, Brazil, in the presence of Michel Davidovich, General Manager of the
2014 FIFA World Cup(TM), Coca-Cola Brazil, Thierry Weil, FIFA Marketing
Director, and five World Cup(TM) Champions from each of Brazil's five wins,
Zagallo (1958), Amarildo (1962), Rivellino (1970), Bebeto (1994) and Marcos
(2002). (Photo: Business Wire)

The FIFA World Cup Trophy Tour™ by Coca-Cola will be 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™.

The journey will include the first ever pan-Latin America tour, with events in
39 countries across the region that is home to the host nation, Brazil. The
tour will also be visiting 50 new countries that have never had the
opportunity to host the trophy before.

“Coca-Cola shares the passion that fans have for football around the world and
through our partnership with FIFA we champion the power of football to bring
the world together,” said Joseph Tripodi, Executive Vice President and Chief
Marketing and Commercial Officer, The Coca-Cola Company.

“Like all football fans, we’re especially excited about the 2014 FIFA World
Cup™ taking place in the spiritual home of football and the 2014 FIFA World
Cup™ Trophy Tour will be our opportunity to take the energy and passion of the
host nation, Brazil, and share it with millions of football fans around the
world,” added Tripodi.

The global FIFA World Cup Trophy Tour™ by Coca-Cola kicked off with an
official launch ceremony at the iconic Christ the Redeemer statue in Rio de
Janeiro, Brazil, in the presence of Michel Davidovich, General Manager of the
2014 FIFA World Cup™, Coca-Cola Brazil, Thierry Weil, FIFA Marketing Director,
and five World Cup™ Champions from each of Brazil’s five wins, Zagallo (1958),
Amarildo (1962), Rivellino (1970), Bebeto (1994) and Marcos (2002).

“We are extremely happy to bring the most iconic symbol in football to the
world once again. As many countries start securing their spots in the 2014
FIFA World Cup™, this tour gives us the opportunity to share our passion for
the beautiful game with fans across the globe, who are given a
once-in-a-lifetime opportunity to see the trophy up close in their home
country. I want to thank our long-term partner Coca-Cola for making this dream
come true for many millions of football fans around the globe,” explained FIFA
President, Joseph S. Blatter.

For the latest from the FIFA World Cup™ Trophy Tour including upcoming tour
destinations and dates, exclusive interviews, photos and videos, visit the
official website www.fifa.com/trophytour, the official Facebook page
www.facebook.com/trophytour, and twitter at www.twitter.com/trophytour/
@trophytour where our official photo blogger will live tweet directly from the
event.

The Trophy Tour forms part of Coca-Cola’s 2014 FIFA World Cup™ campaign which
invites fans to celebrate the ‘The World’s Cup’, a platform which will see
Coca-Cola promote the most inclusive and participatory FIFA World Cup™ ever.

Among the other key elements from the Coca-Cola ‘The World’s Cup’ campaign are
a Brazilian inspired visual identity, global television commercials, digital
consumer engagement and legacy programs.

As part of the inclusive nature of ‘The World’s Cup,’ Coca-Cola has partnered
with Backplane to foster a community of the most avid football fans across the
globe. This community, www.coca-colafansunited.com, will be a constant source
of behind-the-scenes content, and will provide fans a home to discuss and
debate with equally passionate fans throughout the world’s largest sporting
event.

In addition, Coca-Cola will release its official anthem for the 2014 FIFA
World Cup™ World’s Cup campaign - The World is Ours – featuring vocals from
David Correy and sounds from Monobloco, a Brazilian street band. The anthem
brings the music of Brazil to the world and captures the rhythms of samba,
baile funk and technobraga. The song can be heard on Spotify or by visiting
www.cokeurl.com/worldisours.

The Coca-Cola Company has had a long-standing relationship with FIFA since
1974 and has been an official sponsor of the FIFA World Cup™ since 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. This is the third time
that Coca-Cola and FIFA have come together to bring the Trophy Tour to the
world, starting in 2006 and then again in 2010.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company,
refreshing consumers with more than 500 sparkling and still brands. Led by
Coca-Cola, the world's most valuable brand, our Company's portfolio features
16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero,
vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally,
we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and
juices and juice drinks. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy our beverages at a rate of
more than 1.8 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our bottling
partners, we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola Journey at
www.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or
check out our blog, Coca-Cola Unbottled, at www.coca-colablog.com.

About Backplane

Backplane, a Palo Alto-based technology company and developer of the first
community platform, creates authentic communities and empowers users to engage
directly with influencers, brands and others who share the same passions.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20130912006161/en/

Multimedia
Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50707997&lang=en

Contact:

The Coca-Cola Company
Kate Hartman, +01.404.676.2683
kahartman@coca-cola.com
 
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