Prior to that, Coca-Cola also launched activation program to engage the sport lovers in Kolkata. On-the-go canters toured the city many days ahead of the Trophy experience and promoted football. They engaged with consumers by offering them a chance to win “cut-the-queue” cards that allowed the winners to get easy access to the iconic Trophy by skipping the queues.
Pradip Pandey, Zonal Vice President, Hindustan Coca-Cola Beverages Pvt. Ltd, who led the ceremony in Kolkata, said, “When the world’s most popular sport teams up with the world’s most popular beverage, it creates magic. We consider it our privilege that we were able to provide the experience of a lifetime to the football lovers in Kolkata. More importantly, I am hoping that along with FIFA we have been able to add an additional layer to the strong sporting legacy of the city.”
Javier Ceppi, Tournament Director of the Local Organising Committee for the 2017 FIFA U-17 World Cup – India said, “Coca-Cola is a key partner within global football and for the development of the sport in India, which is primed to become the biggest in the country in the long run. Coca-Cola has been associated with us throughout this process and the company’s support is extremely important to achieve our goals.”