Coca-Cola says the FIFA World Cup Original Trophy Tour is designed to connect with football fans around the world by tapping into the emotion, hope and passion the game represents.

Speaking to the media during the public viewing of the World Cup trophy at the Sofitel Hotel in Abidjan, the Vice President for Franchise Operations, West Islands and Mid Africa (WIMA), Rodrigue Bila explained why the company continues to take football’s most prized symbol across continents.

He was responding to questions conducted by Ghanaian sports journalist Muftawu Nabila Abdulai.

According to Mr Bila, the decision is rooted in a shared love for the game.

“You know Coca-Cola share the passion of millions of football fans around the world,” he said.

He described the trophy as more than just silverware, stressing its deep emotional meaning to fans.

“And this trophy is highly symbolic because it represents, for millions of people, hope and belief,” he explained.

For the 140-year-old company, the tour provides a unique opportunity for the brand to engage directly with football lovers in different countries.

“This is the reason why, for us, it's important to connect with our fans through this football trophy tour because this event is going to help us to touch millions of our consumers around the football and the passion that they share with us as Coca-Cola company,” he said.

Mr Bila also highlighted how experiences such as the Trophy Tour help the brand connect with young people, especially Gen Z, and local influencers.

“Football is a very high thing that people are passionate about for Gen Z's particularly,” he said. “It is a sport that connects communities, countries, people, so it is fully universal.”

He linked that universality to Coca-Cola’s global presence and long history.

“And as such, a brand like Coca-Cola that is a worldwide brand, you know, that has been there for more than 140 years, we need go connect on a daily basis,” he said. “We have about 2.2 billion transactions a day touching consumers everywhere around the world.”

According to him, the World Cup Trophy Tour plays a key role in strengthening that connection.

“And this unique moment of the Trophy Tour is extremely important for us because the Gen Z's are connected to the event and are such connected then to the Coca-Cola brand,” he noted.

He added that the experience helps create genuine shared moments between the brand and football fans.

“And with that, we create the magic and the real and the true moment that really allows us to celebrate together,” he said.

The next stop of the trophy is Morocco before ot returns to Europe.