The FIFA 2006 World Cup is an advertising and marketing platform like none other available to companies and every company would like to take advantage of the potential exposure. Even established and successful companies like Coca-Cola and McDonald's have opportunities to grow and capitalize on the popularity of the World Cup. That is why the globally recognized brands of each company are part of the marketing campaigns for each as an official sponsor of the tournament.

Coca-Cola and McDonald's are well-known brands all over the globe that have a considerable presence in nearly every significant market. Being an official sponsor is not about expansion into new markets for either company, both have already accomplished that. The sponsorship is an effort to become more closely associated with the world's most popular game. Through the tournament, the companies can create more relevant connections with consumers worldwide.

Coca-Cola
Coca-Cola has been a strong corporate partner of FIFA for many years. The association began in 1974 and Coca-Cola has been an official sponsor of the World Cup tournament since 1978. It has also had stadium signage during the World Cup dating back to 1950. In November 2005 Coca-Cola extended its current sponsorship agreement with FIFA and will continue its official sponsorship for the next sixteen years in the nonalcoholic beverages category. Upon signing the extension, E. Neville Isdell, chairman and chief executive officer of The Coca-Cola Company, stated that, "This is a recommitment by Coca-Cola to the world's most popular sport and its fans afford us new opportunities to bring people closer together through football."

Coca-Cola is using its new campaign entitled "We All Speak Football," to use the Coca-Cola brand in an effort to draw people together and set aside their differences. This new campaign to make the world a "little bit better" is an effective way for Coca-Cola to positively associate its brand with soccer and humanity in general. Coca-Cola is using its well known brand to bring a message to people around the globe that everyone can follow the good international sportsmanship exemplified through the World Cup and extend it into their daily lives. Coca-Cola is using the World Cup to associate its positive message with its signature brand, which is possible because it is already a global giant in the beverage industry.

McDonald's
McDonald's has created a similar plan to that of Coca-Cola for its marketing and advertising during the World Cup. According to Jeff Carl, Corporate Vice President of Global Marketing, "McDonald's has the ability to touch more than fifty million people each day, so we are in the unique position to deliver the fun and excitement of one of the world's most prestigious football events in truly engaging and surprising ways." McDonald's is seeking to also associate itself positively in consumer's eyes through a connection with soccer around the globe. Through special promotions, advertisements, contests, and special menu items, McDonald's hopes to grab customers' attention and build a connection with the world's most popular sport.

McDonald's has been a partner with FIFA and an official World Cup sponsor since the 1994 World Cup, that was held in America, and has continued until the present. McDonald's has also been committed to growing the game of soccer at a grassroots level for the past twenty-five years. McDonald's has only been an official World Cup sponsor for twelve years (four World Cups counting this year) and it sees the potential in associating its brand with soccer around the globe.

McDonald's most publicized portion of advertising in relation to the tournament has been its Player Escort Program. This program was set up to allow 1,408 kids ages six to ten to accompany a national player onto the field at the start of each game in the opening round. This once in a lifetime chance for a child is exclusively offered by McDonald's and has allowed 226 children from 51 countries to participate, along with 1,182 children from the host country of Germany, with winners gaining the opportunity through a contest held at McDonald's restaurants.

Coca-Cola and McDonald's both have realized the impact each can make through association with both the World Cup and soccer in general. The worldly known brands of each can be more effectively marketed and advertised in conjunction with the world's most popular sport around the globe through the continued partnership with FIFA. Advertisements, tournaments, and other official FIFA events will allow Coca-Cola and McDonald's to integrate its brand image more thoroughly into the soccer lifestyle, which is exactly what each company is seeking through its official sponsorship.