The Coca-Cola Company is stoking the fires of its passion for soccer. Or, more accurately, the world's hundreds of milions of soccer fans.
The Atlanta, US-headquartered soft drinks company has extended it sponsorship of the sport's world governing body FIFA until 2022, offering FIFA $500 million (€426m; £291m) as a token of its esteem.
The soccer organisation's president Sepp Blatter says FIFA has a "love affair with the Coca-Cola Company", having been official partners since 1978.
Coke is also the fourth major sponsor - after German sportswear giant Adidas, Korean carmaker Hyundai and electronics titan Sony - to join the soccer body's new top tier of sponsors for the 2007-2014 rights period.
The announcement of the deal also set the stage for Coke to unveil its new soccer marketing slogan: "We all speak football".
The agreement guarantees Coke exclusive rights as non-alcoholic beverage supplier to all major competitions, including the World Cup tournament and sales rights for TV and stadium advertising.
Comments Coke chairman/ceo Neville Isdell: "This recommitment by Coca-Cola to the world's most popular sport and its fans affords us new opportunities to bring people closer together through football."
Data sourced from BrandRepublic (UK); additional content by WARC staff