Bringing the World Cup Trophy to the Middle East

The tour began in Amman, Jordan, with an exclusive stakeholder breakfast for key customers and guests of Coca-Cola. The trophy then moved across the capital to the Ras Al Ain Gallery, for a dedicated trophy pre-view to orphanages, charities and schools, with a photo opportunity and gift pack from the event. The main consumer event allowed football enthusiasts to take pictures with the most coveted prize in global sport and experience the activation zone with FIFA 18 stations, augmented reality and event partners McDonalds and Kia. 6,600 consumers and VIPs attended the gallery to take their place next to the trophy for a memorable shot.

The Amman tour concluded with a press conference where the trophy was unveiled to 150 stakeholders, media and guests, with speeches from Mayor Yousef Shawarbeh and Luai Ameesh, board member of the Jordan Football Association.

The tour continued to the UAE on the FIFA World Cup Trophy Tour by Coca-Cola charter plane, landing in the Dubai International Airport private terminal to be greeted by representatives from Coca-Cola and the Dubai Sports Council. Inside the terminal, media and stakeholders welcomed the trophy to the press conference area for the first Dubai unveil with His Excellency Saeed Mohammed Hareb, Secretary General of Dubai Sports Council; Murat Ozgel, GM of Coca-Cola; and Victoria Lopyreva, official ambassador of the FIFA World Cup 2018.

A Coca-Cola convoy and Dubai police super fleet led the trophy to Zabeel Park for a picture-perfect moment in front of The Dubai Frame to celebrate the city’s past, present and future, before making its way to Tolerance Bridge, embracing the World Cup’s message of global inclusiveness, before departing to Downtown Dubai for the grand finale at the iconic Burj Khalifa!

The trophy made history at the Burj Khalifa with a photo at the highest point and a memorable World Cup projection to light up the Dubai sky. The night finished with a gala dinner in the Armani Hotel where special guests came together in celebration of both the trophy and the sport that unites people from all over the world.