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FIFA Women’s World Cup Trophy Tour by Coca-Cola Concludes in Vancouver

The first-ever FIFA Women’s World Cup™ Trophy Tour by Coca-Cola wrapped up May 31 in Vancouver – the city that will host the final match of the FIFA Women’s World Cup on July 5 – with a thrilling, three-day fan experience.

The cross-Canadian celebration of soccer and women in sport spanned 62 days and covered nearly 5,300 miles, touching the lives of 50,000 fans in 12 cities and setting the stage for what's expected to be the largest live spectator sporting event in Canada’s history. 

On each stop, fans could answer questions in the FIFA locker room quiz, meet Shuéme, the official mascot of the 2015 FIFA Women’s World Cup, face off with the Coca-Cola Ultimate Goalie, record a cheer for their favorite team, and play a eight-person foosball game. The custom Fan Experience took guests through the winner’s tunnel to the trophy display, where they could take photos with the coveted prize and cool off with a limited-edition aluminum bottle of Coca-Cola.

“It was an inspiring experience all around,” said Brad Ross, global football marketing manager, Coca-Cola. “On the one hand, we were able to witness the passion and love for the game of soccer all across Canada. On the other, it was wonderful to be a part of something as magical as the FIFA Women’s World Cup Trophy Tour where you can see first-hand what an impact you are making on fans by giving them the chance to experience the FIFA Women’s World Cup Trophy in person.”

Tour highlights included a launch event in Ottawa with Canadian Women’s National Team Coach John Herdman, FIFA Women’s World Cup winner Nozomi Yamago, and TSN sportscaster Jennifer Hedger, and free Simple Plan concerts in Toronto and Moncton.

Jan Schetters, senior marketing alliances manager for FIFA, said the tour lived up to the hype and proved there is a big appetite for women’s soccer globally. “We were able to see how awareness and excitement for the FIFA Women’s World Cup grew over the two months,” he said. “FIFA is propelling women’s football forward, and we believe there’s potential for significant growth.” 

Coca-Cola has presented the men’s FIFA World Cup Trophy Tour three times – in 2006, 2010 and 2014. Ross said the inaugural women’s tour was comparable on many levels.

“The mystique, the passion and, of course, the emotional reaction when fans see the trophy for the first time was just as powerful,” he added. “There is no doubt that the power and passion of women’s football is alive and well and will continue to grow.”

Over the course of the tournament, consumers across Canada can collect seven commemorative host city cans and multipacks of Coca-Cola and Coke Zero, plus a limited-edition lemonade POWERADE flavor. Coca-Cola marketing elements will include the “It’s a Girl’s Game” TV commercial; outdoor advertising in English and French; in-store merchandising; digital and social media activations; and video content featuring members of the Canadian National Women’s team. Coca-Cola also will provide sampling outside match venues and sponsor the FIFA Fan Zone in Vancouver.

Coca-Cola is proud to have brought Canadians the first-ever FIFA Women’s World Cup Trophy Tour, uniting them in our collective passion for soccer and giving fans a once-in-a-lifetime opportunity to see the magnificent trophy up-close,” says Michael Samoszewski, vice president of the sparkling business unit, Coca-Cola (Canada) Ltd. “We look forward to the FIFA Women’s World Cup games and sharing in Canada’s excitement for this beautiful sport.”