RIYADH — Football fever kicked off in the Kingdom with the arrival of the official FIFA World Cup trophy to the adidas store here Monday. This once in a lifetime opportunity was made possible due to the exclusive initiative from Coca-Cola whereby the trophy travels around several markets, allowing millions of people a chance to revel in its glory. In partnership with adidas, Coca-Cola invited all football fans across the Kingdom to share in the joy of the FIFA World Cup and be pictured in-store alongside the most sought after symbol of world football. Fresh from a special appearance in Brazil for the FIFA World Cup Final Draw the official trophy touched down in the Middle East to visit Saudi Arabia before continuing the FIFA World Cup Trophy Tour in Qatar and the United Arab Emirates. The visit of the trophy ignited World Cup fever with the exclusive visit to the adidas store by Coca-Cola. This visit also celebrates the launch of adidas' Brazilian inspired adidas Samba collection and the arrival of Brazuca, the FIFA World Cup Official match ball in Saudi Arabia. This is the largest and longest global tour of the FIFA World Cup Trophy, spanning over 92,000 miles and visiting 89 countries during its nine-month journey. The tour will also be visiting 50 new countries that have never had the opportunity to host the trophy before. Coca-Cola is one of the longest-standing corporate partners of FIFA, with a formal association since 1974 and an official sponsorship of FIFA World Cup that began in 1978. 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. Jad Chouman, Brand Director Middle East and North Africa, adidas said: “adidas prides itself in helping fans get closer to the action and now fans will be within touching distance of the iconic trophy. For decades this trophy has united and inspired nations in their love of football. Thanks to the proud partnership between adidas and Coca-Cola, and adidas and FIFA as the Official Partner and Supplier to the FIFA World Cup, adidas is sharing the excitement of the FIFA World Cup with fans in Saudi Arabia and bringing the Brazilian spirit to Riyadh.”
Antoine Tayyar, Director of Public Affairs and Communications, Coca-Cola Middle East, said: “We are thrilled to be able to bring the most coveted prize in world football to Saudi Arabia and the Middle East, for what we are sure will be a memorable experience for thousands of fans.” adidas has made every FIFA World Cup ball since 1970, and recently extended the partnership with FIFA until 2030, including the supply of the official match ball. — SG
