The Coca-Cola Company
) has roped in American soccer superstar DaMarcus Beasley as a part
of its FIFA World Cup marketing program.
As a part of the partnership, Beasley will invite consumers who buy
Coca-Cola drinks to donate a soccer ball to a school of their
choice. This "Give a Ball" program includes U.S schools registered
with MyCokeRewards.com and encourages the youth to live a healthy
and active lifestyle. Through Jul 13, 2014, consumers can also win
prizes and download the "The World Is Ours," Coca-Cola's song for
the 2014 FIFA World Cup™ campaign.
Coca-Cola's other FIFA World Cup marketing programs include its
partnership with its bottlers and customer partners like
Family Dollar Stores Inc.
). The program will provide $15,000 to a local soccer field in need
of restoration. Per the contract, Beasley will appear at a
congratulatory event following the refurbishment of the soccer
Moreover, Coca-Cola has partnered with the Boys & Girls Clubs
of America to allow two exceptional teens to be the flag bearers
for the U.S. team during one of the World Cup matches in Brazil.
Each teen will be offered tickets to the United States vs. Germany
game in Brazil.
Coca Cola has been associated with FIFA since 1974 and has
sponsored the World Cup since 1978. The company kicked off its FIFA
World Cup marketing program in Apr 2014. The campaign is part of
Coca-Cola's plan to invest $400 million in media in 2014 to
reinvigorate its sparkling brands like Coke, Fanta and Sprite that
are suffering due to challenges in the carbonated soft drinks (CSD)
FIFA World Cup 2014 includes big names like
Anheuser-Busch InBev SA/NV
) as official World Cup sponsors.
Coca Cola carries a Zacks Rank #3 (Hold).
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