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The colorful and intriguing Coca-Cola pitch boards that
have drawn notice from fans in each of the 20 FIFA World Cup
stadia, will continue their existence at the venues till the
30 June championship match of the 2002 tournament.
Earlier, the pitch boards, with artwork created by consumers
in nations competing in the FIFA World Cup were scheduled
to be displayed only through the end of first-round matches.
Through the new Coca-Cola GO! Stadium Art Program, consumers
for the first time ever helped create some of the sponsor
billboards that traditionally border the pitch at each FIFA
World Cup match. For the first time, stadium billboards at
FIFA World Cup matches depicted more than a sponsor's name
and its logo or other trademarks. This is also the first time
that consumers got involved in creating images for those boards.
Thousands of original, fan-conceived artworks were collected
by Coca-Cola earlier this year from countries competing for
the World Cup trophy. Only one creation was selected from
each nation participating in the programme. Each country's
artwork is individually featured as part of the Coca-Cola
billboard displays at FIFA World Cup stadia. The artworks
correspond with the national teams playing in a particular
match, so the two Coca-Cola boards are changed for each match.
In each special billboard design, the Coca-Cola trademark
script sits alongside a horizontal outline of the company's
famous contour bottle, which served as the "canvas" for the
publicly created images. Consumers and in some cases art students
or professionals were asked to create works that conveyed
a sense of national pride and enthusiasm for their country's
entry in the 2002 FIFA World Cup, says an official release.
Coca-Cola, one of FIFA's longest-standing corporate
partners signed an unprecedented, eight-year agreement as
FIFA's exclusive nonalcoholic beverages partner in 1998. The
agreement includes sponsorship of the FIFA World Cup, the
FIFA/Coca-Cola World Ranking, the FIFA Confederations Cup
and the FIFA World Youth Championship.
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