The Coca-Cola Company has used the two-year strong strapline "We All Speak Football" to promote the brand leading to the start of today's (9 June) 2006 FIFA World Cup.

Coke is the Official Soft Drink of the soccer tournament, and is supplying Coca-Cola, Coca-Cola light, BonAqa, POWERADE, Fanta, Sprite Zero, Nestea and Lift at official venues and other special event sites in Germany over the nest month.

The company's main marketing ploys for the event have included a new clay animation TV commercial, and a Coca-Cola field billboard featuring team colours. A partnership has also been formed with Panini Virtual Football Stickers for fans to trade football stickers worldwide through the Internet.

Coke held a global FIFA World Cup Trophy Tour this year, a football camp for nearly 300 young people worldwide, aswell as ticket and adidas match ball give-aways leading up to the tournament.

In November 2005, FIFA and The Coca-Cola Company signed a partnership renewal for another 16 years, from 2007 until 2022.