Coca-Cola Gets DaMarcus Beasley to Promote Soccer - Analyst Blog

The Coca-Cola Company ( KO ) 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 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. ( FDO ). 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 field.

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) category.

FIFA World Cup 2014 includes big names like Anheuser-Busch InBev SA/NV ( BUD ) and ADIDAS AG ( ADDYY ) as official World Cup sponsors.

Coca Cola carries a Zacks Rank #3 (Hold).

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The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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