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The Coca-Cola Co starts 2018 World Cup push with trophy tour

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The Coca-Cola Co has lined up the first leg of a world tour for the FIFA World Cup trophy.

Coca-Colas World Cup trophy tour started in Moscow last week

Coca-Cola's World Cup trophy tour started in Moscow last week

The company, which has been an official sponsor of the football tournament since 1978, said this week that the solid gold trophy will be taken across Russia, starting in Moscow last week. It will visit 24 Russian cities before embarking on a trip to 50 more countries, ahead of the 2018 FIFA World Cup next June.

According to Coca-Cola, one out of every three Russians will have the opportunity to see the World Cup trophy as it travels from Kaliningrad to Vladivostok in the longest-ever host country tour.

Nikos Koumettis, president of Central & Eastern Europe for Coca-Cola, said: "With the FIFA World Cup Trophy Tour, we are aiming to enable fans to create memorable experiences across Russia and throughout the world."

This is the fourth time Coca-Cola has taken the World Cup on a global tour. Before the last World Cup tournament, the trophy visited 51 countries and travelled a distance equivalent to almost four times around the globe. The tour marks the start of Coca-Cola's World Cup preparations, which will see the soft drinks maker play a major role in advertising for the tournament through its namesake brand.

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