Best Player Goal Celebration at the 2010 FIFA World Cup(TM) Will Win the First-Ever "Coca-Cola Celebration Award"

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Player Celebrations Will Bring Clean Drinking Water to Thousands of School Children in Africa

Fans to Vote for the Winning Celebration at www.fifa.com/celebrations

ATLANTA--(BUSINESS WIRE)-- Scoring a goal on football's biggest stage catapults players into a moment of pure happiness and celebration that defines their careers and marks some of the most iconic scenes in FIFA World Cup(TM) matches. Today, Coca-Cola for the first time in FIFA World Cup(TM) history has revealed plans to recognise the most entertaining goal celebration with the "Coca-Cola Celebration Award."

During the 2010 FIFA World Cup(TM), player goal celebrations will be uploaded to www.fifa.com/celebrations and fans will be invited to vote for the most outstanding player celebrations online. Players are sure to "release their African rhythm" and create some iconic moves that will rival the legendary celebrations that have become ingrained in FIFA World Cup(TM) history and fans' hearts. All FIFA World Cup(TM) players celebrating goals will have a chance of winning. The award will respect the laws of the game.

Coca-Cola will contribute $1,500 to fund the "Water for Schools" initiative in Africa each time a player celebrates a goal. The eventual winner will be rewarded with the first-ever Coca-Cola Celebration Award. Coca-Cola will also donate on the winning player's behalf an extra $50,000 to the "Water for Schools" program to mark the historic occasion for an anticipated total contribution of $300,000. The "Water for Schools" program is just one part of a $30 million legacy by Coca-Cola to provide at least 2 million people in Africa with clean water and improved sanitation by 2015.

Coca-Cola is using the occasion of the first FIFA World Cup(TM) on African soil to raise awareness of the vital role clean drinking water plays in developing communities. For every 10 goal celebrations in the 2010 FIFA World Cup(TM), it is estimated an entire school could gain clean water access, benefitting nearly 500 children. By participating in the voting, football fans can have a hand in supporting clean water initiatives that will leave a lasting legacy of water sustainability in Africa and beyond.

"Inspired by Roger Milla's iconic corner flag dance in the 1990 FIFA World Cup, Coca-Cola Celebration Award has been created to give players and fans the chance to not only show their passion for football but also tackle the hugely important issue of water sanitation," said Emmanuel Seuge, group director, worldwide sports and entertainment marketing, The Coca-Cola Company.

The Coca-Cola Celebration Award is one of a wide range of programs included in the Company's sponsorship campaign, which encourages fans to let go of their inhibitions and celebrate. The campaign invites people to express their optimism and passion for football through active dance celebrations as excitement builds for the greatest single-sport spectacle on the planet.

"Every FIFA World Cup(TM) creates those special iconic moments, when a footballer has just scored a goal and, with a spontaneous release of emotion, begins to celebrate the triumph with a unique celebration," said Jerome Valcke, FIFA Secretary General. "Those moments of happiness will now have added significance and will be shared with those people in Africa who will benefit from The Coca-Cola Water for Schools project."

Coca-Cola "Replenish Africa Initiative"

The "Water for Schools" effort builds upon a long and deep history of global water stewardship by Coca-Cola, including The Coca-Cola Africa Foundation's "Replenish Africa Initiative" (RAIN) to improve water resources in Africa. In March 2009, the foundation announced its latest commitment under RAIN, an unprecedented, six-year, US$30 million drive to provide at least 2 million people in Africa with clean water and improved sanitation by 2015 - helping to meet the United Nations' "Millennium Development Goals" for access to clean water.

The RAIN community water projects throughout the African continent by The Coca-Cola Africa Foundation reflect The Coca-Cola Company's water stewardship goal of returning to communities and to nature an amount of water equivalent to what the Company uses in all of its beverages and their production.

The Company's strategy for achieving that goal includes reducing the water it uses; returning all water it uses for manufacturing to the environment, at a level that supports aquatic life and agriculture; and replenishing healthy watersheds and sustainable community water programs, to balance the water used by Coca-Cola to make finished beverages.

The Coca-Cola Africa Foundation concentrates on three areas to support its RAIN goals: rehabilitation of water distribution areas; productive use of water; and protection of watersheds. The foundation currently has community water projects in 19 African countries, reaching more than 300,000 people.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Along with Coca-Cola(R), recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke(R), Fanta(R), Sprite(R), Coca-Cola Zero(R), vitaminwater(R), POWERADE(R), Minute Maid(R), Simply(R) and Georgia Coffee(R). Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.6 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.

About FIFA

The Federation Internationale de Football Association is the world governing body of football, comprising 208 football associations grouped into six confederations. Based in Zurich, Switzerland, FIFA's activities extend far beyond its broad spectrum of international competitions headed by the FIFA World Cup(TM). FIFA provides material, financial and promotional means to develop the game around the world, and offers underprivileged communities support through the Football for Hope movement. For the Game. For the World.

For more information on FIFA and its competitions, especially the 2010 FIFA World Cup South Africa(TM), please visit the official website at www.FIFA.com.

NOTE TO EDITORS: Media can retrieve a digital photos and other artwork to accompany this story by visiting http://CokeURL.com/2010FWCPressCenter

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6321440&lang=en 


    Source: The Coca-Cola Company

Released June 10, 2010