From start-ups to the World Cup: Coca-Cola's strategy of "collision"

Stephen Whiteside

Sponsorship programmes don't come much bigger than the FIFA World Cup, the quadrennial soccer tournament promising a month of triumph, despair and – perhaps most of all – marketing opportunities.

As an official partner of the event since 1950, Coca-Cola has mastered that art of developing splashy ad campaigns based upon this affiliation over the course of six decades. More specifically, the company knows detailed planning is absolutely essential to the process. "The first meeting that we had on the 2014 FIFA World Cup was about three years and two months ago," Emmanuel Seuge, the soft drinks giant's vp/global alliances and ventures, told delegates at IEG's 2014 Sponsorship Conference in Chicago.

Emmanuel Seuge
Emmanuel Seuge addresses the IEG audience