BrandArena: US Sports: Coca-Cola's Hat Trick

Wednesday 15 April 2015

US Sports: Coca-Cola's Hat Trick

The Coca-Cola Company, United States Soccer Federation and Major League Soccer (MLS) are teaming up to help bring soccer to new heights in the United States through a multi-year partnership announced on Tuesday.

The Coca-Cola Company will be the official nonalcoholic beverage partner for U.S. Soccer and the Mexican National Team’s U.S. Tour. The exclusive association with MLS will include the carbonated beverage and water categories.

“Coca-Cola and the beautiful game have always been associated with each other... whether at a global or local level. With this new partnership, we are committed to growing soccer here in the U.S. and using the power of our brands to engage and refresh fans at every level of the sport,” said Ivan Pollard, SVP, investment, connections and assets, Coca-Cola North America in a press release.

Coca-Cola has been a global partner of the FIFA World Cup since 1974. Passion for the sport was at an all-time high during the 2014 FIFA World Cup in Brazil, and was celebrated by the company with its largest-ever global marketing campaign, “The World’s Cup."

On April 15, the Mexican National Team will face the U.S. Men’s National Team in one of the biggest matchups of the year in front of a sold-out crowd at the Alamodome in San Antonio, Texas.

Coca-Cola has been a global partner of the FIFA World Cup since 1974. During the 2014 FIFA World Cup, Coca-Cola activated its largest-ever global soccer campaign, “The World’s Cup,” which focused on inclusivity. The FIFA World Cup Trophy Tour presented by Coca-Cola visited 89 countries across the globe in 2014, including four stops in the United States.

To help celebrate the 2015 FIFA Women’s World Cup in Canada, Coca-Cola kicked off the Women’s World Cup Trophy Tour on April 1, and will bring the coveted trophy to 12 Canadian cities over two months in the lead up to the WWC's start on June 6.

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