AGU TO THEFIE COCA-C LA

~FOOTBALL

CONTENTSIntroduction 1

History of football 2

The Coca-Cola Company'ssponsorship of football 3

The Programmes 4

Co-ordination of programmes 5

The FIFA/Coca-Cola worldfootball development programme 6

The FIFA World Youth Tournamentfor the Coca-Cola Cup 7

The FIFA/Coca-Cola footballskills competition 8

Football Promotions 9

Appendices 10

IntroductionThe Coca-Cola Company has recently

finalised an exclusive sponsorshipagreement with FI FA- FederationInternationale de Football Association,the world governing body of football.Thissponsorship creates a major oppor­tunity for Bottlers of Coca-Cola to buildand sustain effective promotions aroundthe world's number one sport.

This guide has been prepared asan action document for Area, Regionaland Country management to maximisethe Bottler system benefits from TheCoca-Cola Company's worldwidesponsorship of football.

The following pages will take youthrough the fascinating history offootball, an overview of the Company'scontractual arrangements with FI FA,and the ways in which this sponsorshipcan be translated into promotionalactivities, particularly national and localBottler activities.

It is on the success of these localgrass roots activities that the corporatesponsorship of FIFA will be judged.Area and region offices must thereforehelp direct, at the local level, the plansand ideas formulated in this guide and,subsequently, follow-up with Bottlers toensure proper execution.

The Company's sponsorship of FIFAis not a one-time event. It is a continuingrelationship which will take a number ofyears' hard work to build to the maximumbenefit for both parties. With this guidewe are initiating promotions for theimmediate future, and we will continueto update and add to it.

The development of a co-ordinatedworldwide programme will be one of themost complex tasks undertaken by thisCompany. To ensure that we take maxi­mum advantage of the opportunity,we will bring to bear on the project all ofthe talent and resources of the Corpor­ation. We intend to involve all levels andgeographical areas of our Organisation.

The commitment in sport for thebrand Coca-Cola,over the next severalyears, will be concentrated worldwideon football.

HISTORY OFFOOTBALL

History of FootballContributed by Neil Wilson,

editor of 'Sports Review; a leading sportsmagazine in Great Britain.

Organised football began in English publicschools and universities, but the first ball kickedwas almost certainly the head of a defeatedenemy. Good losers were not too fashionablearound 2000BC.

The Chinese were more civilised.When theytook up soccer, they invented the leather ball.They called the game Tsu Chu, which, translatedliterally, means to kick leather balls with feet.

The Romans were not averse to a good kick­about themselves. In Sinj, on the Dalmatian coastof Yugoslavia, a piece of old Roman art depictsmen holding a leather ball of hexagonal section,just like those used now on the Europeancontinent.

The Greeks, too, have recorded playing a ballgame between two teams using their feet and itwas, ironically, in England that noblemen firsttried to putan end to th is game ofcommon people.

In 1314, at a time when the English were alreadybusy fighting the Scots with more lethal weaponsthan footballs, the King found time to issue adecree banning the game'on pain of imprison­ment'* because of the noise caused in the streetsby the 'hustling over large balls:

Historians of the time did not take any morekindly to it than Kings. One wrote that it was abrutal game which caused a 'great effusionof blood:

After trying to stop it for 500 years, the Englisharistocracy finally adopted a more successfultactic-they took it over.The game swept throughthe exclusive public schools until, in 1863, a fewlearned gentlemen sat down to formulate theCambridge Ru les. In the same year they establ i­shed the Football Association (F.A) which is stillthe governing body of the game in England(and still the only national association in theworld which does not use its country's name inits official title).* Old English meaning that the penalty for defying the ban on thegame was imprisonment.

Outside Britain, the game was spread bysailors,soldiers, merchants, engineers and even priests.Denmark was the second country in Europe tohave a national association. In Italy, a Swissoptician formed one of the first clubs, and thePrince of Savoy another.

In South America, the first club was formed inArgentina when two English brothers placed anadvertisement in a Buenos Aires newspaperasking for volunteers. By 1884 soccer was on thecurriculum of a Buenos Aires High school.

The first international match there was playedbetween Argentina and Uruguay in 1905, but theNorth Americans had beaten them to it as earlyas 1885 when the USA played Canada.

India was the first of the Asian countries toadopt the game. A copy of the Laws of the Gamearrived there in 1883 with a Calcutta collegeprofessor, and by 1892 the fi rst cup competitionwas being held.

Indeed, in some continents where the gamehas been slower to win international recognition,soccer has existed for nearly a hundred years.The New South Wales FA was formed in Australiain 1882, and the New Zealand FA was establishednine years later.

In Africa, the first of the national associationswas established in the country of South Africa,but Egypt was first on the international scene.In 1924, only three years after forming a nationalFA,they defeated Hungary 3-0 in the OlympicGames in Paris.

While international matches had only beenplayed between England and Scotland since1872, and in the first years of the 20th century byother European nations, nevertheless a groupmet in Paris in 1904 to form the FederationInternationale de Football Association (FIFA).At this time, France had played its first inter­national match only 20 days earlier, Spain andDenmark had never fielded an internationalteam, and three of the seven nations representeddid not then have national football associations!But FI FA grew from strength to strength,having 51 members in 1938,73 in 1950andnow 141 countries are affiliated to FI FA,making it the largest and most powerful sportsbody in the world.

The first Continental Confederation of FootballAssociations was CONMEBOL, the SouthAmerican Confederation which was set up toorganise a Continental competition, the SouthAmerican championships, in 1917.lt was nearlyhalf a century later when the demand aroseelsewhere for Continental tournaments, thatanother such confederation was established.

That was the Union of European FA's, formedin 1954-the same year as its Asian counterpartand two years before the African FootballConfederation. CONCACAF, the Central and NorthAmerican and Caribbean body, was launched in1961 ,and the baby of world soccer­the Oceania Football Confederation-is just 1oyears old.

Football TodayThe following paragraphs give a brief

description of the current status of football ineach of the Confederations of FIFA. Countries ineach are listed in a later part of this book.

EuropeIt remains the hub of the world game, although

its supremacy on the field has long been sharedwith South America. But nowhere in the world isthere the same sophistication and proliferationof league and cup competitions, and nowhereare the continental events so strong.

South AmericaSoccer is not just a common language in

South America. It is a religion. From the kids inbarefeet kicking rag balls on the beach, to themillionaire professionals of Santos, the game hasa fanatical following and phenomenal standards.

CONCACAFMexico and Central America have always

shared South America's love of soccer but it isonly in the last few years that the sport has madean impact in the US. Now it is the fastest growingsport there, and some believe the US willdominate the world of football by the end ofthe 1980's.

AsiaTouring European clubs have helped raise

standards but the best boost came when theNorth Koreans reached the quarter-finals of the1966 World Cup. Massive crowds are attractedto the numerous international matches whichnow take place throughout the continent.

AfricaSoccer is the most popular sport in this

continent. European coaching has been influentialin improving techniques in the 1970's. In 1977 amajor world soccer event, the FIFA World YouthTournament for The Coca-Cola Cup, will be heldin Africa for the first time.

OceaniaAustralia and New Zealand have always

preferred their own versions of football butsoccer is now the fastest growing sport inboth countries, and the Australians made anencouraging debut at the World Cup finals in1974.Australia is now in the process offormingits first national league.

The Coca-Cola Company's Sponsorshipof Football

One of the keystones of The Coca-ColaCompany's marketing success has been theidentification of the product Coca-Cola with theyouth of the world and their activities.TheCompany's youth-orientated advertising andpromotions pioneered an approach to marketingbased on a genuine belief in the social benefitof constructive youth programmes. Every Bottlernow has programmes supporting the youth ofhis community with leisure and recreationalactivities which would otherwise be unavailable.

If recreational activities are an importantassociation for the product Coca-Cola, then ona world wide basis, football must be the mostimportant association. -

The Coca-Cola Company chose soccer forinvolvement in the 70's and 80's because it isthe most universal sport in the world. It can beplayed with only a ball, two people and a little bitof space. You don't have to have any physicalcharacteristics-such as height or weight to playthe game. It is truly the sport of the masses.

In some of the poorer countries where personalwealth is not quite as advanced as other areas,people can be competitive with even moredeveloped nations of the world. Young and old,men and women, boys and girls, all colours andcreeds of people are able to watch and play thesport. This contrasts to other international levelsports-such as tennis, golf, skiing, or swimming-which are dominated by the richer, moreaffluent nations. Barefoot children in Africa andSouth America have achieved the same highlevel of skill in soccer as those of the moreaffluent nations with expensive shoes.

Soccer is a simple game, yet players continu­ally progress in skill throughout their adult life.

The game has produced widely known heroes;and because of its popu larity, soccer can bea common meeting ground of peoples no matterwhat their philosophic or political outlooksmaybe.

Football is the world's number oneparticipation sport:

*18 million professional players.

*42 million semi-pros and registeredamateurs.

*countless millions of youngsters playingthe game.

Football is the world's number onespectator sport:

*Iargest ever single game attendance:199,857 (Brazil versus UruguaY,World CupFinal, Rio de Janeiro, 1950).

*Iargest ever TV audience: approximately400 million for the World Cup final betweenWest Germany and The Netherlands,Munich 1974.The total worldwide TVaudience for the entire 1974 World Cuptournament in Germany was approximatelytwo billion.

Football is conquering new countries:

*fastest growing sport in the USA:

Total number of youth players1965 197547,000 588,500

Major professional league attendance1971 1975 1976 (est.)431,000 1,809,000 2,500,000

THE WORLD'S NUMBER ONE SPORTMUST BE THE PERFECT PROMOTIONALVEHICLE FOR THE WORLD'S NUMBER ONESOFT DRINK.

The Coca-Cola Company is working withofficials from FIFA to build some active,very broad, grass roots level programmes toaccomplish six major objectives we have insponsoring football.

The six major objectives, succinctly put,all centre around the action word BUILD.

The Coca-Cola Company is interested inbuilding interest in the game of footballthroughout the world.

We are interested in building players,today and for the future.

We are interested in building spectators,both at stadia and on electronic media.

We are interested in building gate.·

We are interested in building the viewers ofsoccer around the world.

We are also interested in building theresources and the funds to propel footballto its top spot in all countries aroundthe world.

If we are successful in meeting those sixobjectives, the beneficiary wi 11 be professionalfootball. In return forthis support, we expect theprofessional football organisations to supportthese efforts with endorsements, players atclinics and prestige events, and support ofvarious promotions.

What is FIFA?

The Federation Internationale de FootballAssociation (FIFA) is the world's governing bodyof football. In fact it is the world's most powerfulsports body, ruling football in 141 countries.

FI FA exists to promote football worldwide,raise standards, prevent discrimination, decidedifferences and to control football by makingand enforcing international rules and regulations.

It is the organising body for the world's numberone sports event, The World Cup (football'sinternational professional championship), for theOlympic Football Tournament, and for the new FIFAWorld Youth Tournament for the Coca-Cola Cup.

Through this organisational structure, FIFAregulates football in every country including theprofessional, amateur and youth players and theirclubs and leagues.

FIFA(Zurich-Switzerland)

THE CONTINENTAL CONFEDERATIONS

-r-I--1,-------1-.--1--'-1----,1-AFRICA AMERICA AMERICA ASIA EUROPE OCEANlA

(North, (South) (UEFA)Central & (CONMEBOL)Caribbean)(CONCACAF)

~THE NATIONAL FOOTBALL ASSOCIATIONS

NationalProfessionalLeagues

AmateurFootball

YouthFootball

Education(School &CollegeFootball)

It is logical, that The Coca-Cola Company'ssponsorship of football be negotiated with FI FA,to provide:

*consistencyof programmes aroundthe world.

*solid backing from the ultimate footballauthority for every football-relatedpromotion.

FI FA has never before accepted a commercialsponsorship.While this provides us with apromotional "first;' it also gives us a responsibilityto ensure that the relationship is fruitful. In thefollowing pages we describe the programmeswhich will ensure that the Company and itsBottlers obtain the maximum benefit from thissponsorship.

Bear in mind when studying and evaluatingthese programmes, that there are additionalopportunities in every country in the world foran individual involvement with the nationalFootball Association, with tailor-made activitypackages which can be developed at the locallevel.

In addition to promotional activities, Bottlersshould be encouraged to help the developmentof the sport. In many cases a pressing need is forsufficient fields on which to play and practice.Bottlers may have land which could be used,orthey might use their contacts in the communityto secure facilities.

The Insignia

The design for the insignia which will be usedthroughout the joint football programmes ofFl FA and The Coca-Cola Company has beenchosen because it is simple, modern anduniversally understandable.

It combines the three basic elements of theprogrammes: Fl FA, the trade mark of the productCoca-Cola, and the football which is the commonlink between the two.

The combination of the red of the trademarkof the product Coca-Cola, known and recognisedaround the world, and the green symbolising thethe fields on which football is played, make astriking combination.

The mark of FI FA in big bold letters reflectstheir bold determination to improve the standardsof the game of football throughout the world,with up-to-date techniques and support.

The insignia will be used throughout the jointFl FA/Company projects: on notepaper and newsreleases,on blazer badges for teaching teammembers from the World Football DevelopmentProgramme, on business cards, on specialpromotions.We trust that it wi 11 come to berecognised around the world as a symbol of whatcan be achieved with the co-operation of a sportsbody and a commercial company in combiningto achieve a common goal.

This symbol has also been adapted to beused with the United States Soccer Federationprogrammes, and can be used with otherNational Federations.

USSF

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THEPROGRAMMES

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The Programmes

The agreement with FI FA covers three specificprogrammes:

1)The FI FA/Coca-Cola World FootballDevelopment Programme.

2) The FI FA World Youth Tournament for theCoca-Cola Cup.

3) The FIFA/Coca-Cola Football SkillsCompetition.

1) The FI FA/Coca-Cola World FootballDevelopment Programme

Despite its worldwide popularity, football isdominated both technically and competitively bythe nations of Europe and South America.This istrue in both The World Cup (the professionalchampionship of football) and the OlympicTournament (the amateur championship).

As can be seen by these tables, the World Cuphas been totally dominated by European andSouth American teams, while the Olympics havebeen won by the Eastern Europeans since 1952.

Both tournaments are structured so that teamsfrom Africa, Asia, etc. reach the final 16.

However, after reaching this stage they havevirtually always been quickly eliminated.

Nevertheless, football is so important in thesecountries that governments take a real interestin promoting it as a recreation and producingcompetitive teams to demonstrate nationaldevelopment. Strength in international footballis seen as a symbol of strength in other areas­the economy, education and social structure.

. It follows that if The Coca-Cola Company canprovide a service to help these countries in theirfootball development, it will be a meaningful wayof bui Iding orstrengthening relationships betweengovernments and regional offices/Bottlers,and reinforcing the respect of governments forthe role we can play.

The FIFA/Coca-Cola World FootballDevelopment Programme has been devisedasa meanstowardsthat end. Itworks asfollows:

*FIFA will recruit a series of four-mantravelling teams.

*Initially there will be four teams-two Englishspeaking, one French-speaking and oneSpanish-speaking.

* The teams will consist of experts inadministration, coaching, refereeing andsports medicine from the leading footballcountries.

* The teams will visit up to 100 developingfootball countries over the period November1976-1979, especially the countries ofAfrica, Asia and Oceania.

*In each country they will conduct a 6-12 dayseminar attended by administrators, officials,coaches, representatives of the Ministry ofSport, other national and governmentalbodies, and the media.

* Those attending will use the knowledgegained in the seminars to expand soccer,raise skill levels, and speed up the rate oflocal football development.

Olympic Champions

1908 Great Britain1912 Great Britain1920 Belgium1924 Uruguay1928 Uruguay1936 Italy1948 Sweden1952 Hungary1956 USSR1960 Yugoslavia1964 Hungary1968 Hungary1972 Poland1976 East Germany

World Cup Champions

1930 Uruguay1934 Italy1938 Italy1942 No Competition1946 No Competition1950 Uruguay1954 West Germany1958 Brazil1962 Brazil1966 England1970 Brazil1974 West Germany

2) The FIFA World Youth Tournament forThe Coca-Cola Cup

While presiding over the great tournaments atsenior level (The World Cup and OlympicFootball Tournament) FI FA has seen the need toestablish another international event for youngplayers.

To fill the gap, the World Youth Tournamentwill be initiated in 1977 and itwill take placeevery two years thereafter. The Coca-ColaCompany is sponsoring this tournament andproviding the trophy- The Coca-Cola Cup.

* The Tournament will provide a showcase forthe best young footballers-the future starsof the World Cup.

* It will give young footballers the chance toexperience top-level competition, bigcrowds and TV coverage as a prelude, formany of them, to professional careers in theirown countries.

And it will provide:-*A highly visible identification of the product

Coca-Cola with youth football around theworld.

* Opportunity for underdeveloped countriesto show progress.

*Venues for Soccer Skills winners(described later).

How it will work

The tournament will be open to national teamsof players between the ages of 16 and 19.

The first tournament will be played in Tunisiain 1977. Subsequent tournaments will take placebiennially.

There will be 16 participating countries in 1977:

2 from AFRICA

2 from CONCACAF (North and CentralAmerica and the Caribbean).

3 from CONMEBOL (South America).

2 from ASIA.

6 from UEFA (Europe).

plus the host country (TUNISIA).

There has proved to be too little time for theconfederations to finalize their system ofqualifying competitions for the first World YouthTournament in Tunisia in 1977 The intention ofthe Tournament Organizing Committee is thatall confederations will have selected theirqualifying teams theyear prior to the Tournament.

SimilarlY,it is the intention of all confederationsto select their teams through a qualifyingtournament. However, for 1977, team selectionmethods will vary from confederation toconfederation, and the qualifying system will befinally amended and established in time for the1979 Tournament.

In 1977,teamswill qualify as follows:

Africa: while the confederation is anxious toestablish a qualifying tournament, there isinsufficient time to organize one for 1977.The two teams to go to Tunisia will berecommended to the Organizing Committeeby the confederation, selection being basedon recent comparative performances.

Concacaf: this confederation will send toTunisia the winner and runner-up from theannual Concacaf youth tournament, takingplace in 1976 in Puerto Rico (Sept 18-0ct 6).

South America: this confederation's 3 teamswill be the winner, runner-up and 3rd placeteam in ttle South American Youth Tournamentin Venezuela, April 1977.

Asia: the intention is to send to Tunisia thewinner and runner-up in the annual Asianyouth tournament taking place in 1977 inMalaysia. However, organizational difficultiesmay force the confederation simply to selectits 2 teams on the basis of general performance.

EuroQe: it has not yet been finally decidedwhether the 6 European teams will be selectedby the Confederation, or whether qualificationwill be based on results of the UEFA YouthTournament, taking place in 1977 in Belgium(May19-28).

The Information Centre (see Section 5) will beforwarding to regional offices a plan of action forinvolvement in qualifying tournaments, in orderto maximize publicity and impact locally andfurther to build the prestige of the World YouthTournament. During the Tournament in TunisiaThe Coca-Cola Company has the sole rights tosell soft drinks in the stadiums where theTournament matches take place.

The Coca-Cola Company has the sole rightsfor stadium advertising for the final and semi­finals.

Both FIFA and The Coca-Cola Company areworking towards making the Tournament a majortelevision event.

We anticipate commissioning two or three topdesigners to make the Trophy unique anddistinctive.

IT IS THE INTENTION OF BOTH FIFA ANDTHE COCA-COLA COMPANY THAT THE FIFAWORLD YOUTH TOURNAMENT FOR THECOCA-COLA CUP WILL BECOME THE SECONDMOST IMPORTANT CHAMPIONSHIP (AFTERTHE WORLD CUP) OFTHE WORLD'S NUMBERONE SPORT.

3) The FIFA/Coca-Cola Football SkillsCompetition.

The Football Skills Competition will be themost universal and important element of Bottlerpromotion activity based on the Company/FIFAprogrammes. It will offer direct and varied salespromotion opportunities for Bottlers.

The competition has been designed, primarily,as a 'fun activity' for youngsters. They cancompete against each other in basic footballskills to win recognition and prizes. There will belocal contests, national finals and a World Finalscheduled at the FI FA World Youth Tournamentfor the Coca-Cola Cup (or at another major FI FAevent in the years when that tournament doesnot take place).

It will be the only FI FA-sanctioned skillscompetition in the world.

The Coca-Cola Company has entered into anagreement with Adidas, the world's leadingmanufacturer of sports shoes and other sportsequipment (with the famous 'three stripes'brand),for the following reasons:

*Adidas have already run this footballskills competition in several countries.They have made available this tested andwoven contest to the Company and itsBottlers, and will assist in setting up thecompetition in many countries.

* A link with a sporting goods manufacturer isessential for competition prizes andpremiums etc. Adidas is a progressivecompany with a reputation second to nonein this field and is a logical choice to fulfilthis role.

* Ad idas has agreed to supply sportsequipment as prizes for the Football SkillsCompetition-at 50% of retail price.

As a further benefit to Bottlers,a specialbrochure of Adidas equipment available asprizes will be distributed shortly, along withordering procedures.

Adidas sports equipment

A catalogue will shortly be issued to you.It will feature a special range of Adidas footballequipment and clothing-each item carrying theFIFA/Coca-Cola insignia.

Co-ordination of football programmes

To co-ordinate the worldwide footballprogrammes outlined in this guide, the Companyhas appointed three full-time InternationalFootball Programmes Co-ordinators. A FootballInformation Centre has been established toprovide information services to the Area,Regional and Country Football Co-ordinators.

The inter-relationship between Companypersonnel concerned with football and FIFApersonnel is illustrated below.

Area, Region and National FootballCountry Co-ordinators. --- Associations

The Coca-Cola Company

CORPORATEMARKETING DIRECTOR

International Co-ordinators

(USA & Canada)(Latin America)(Asia,Africa, Europe) ...----

FIFA

President of FIFA

Director ofDevelopmentProgrammes

Organisingcommittee forWorld YouthTournament

The FIFA/Coca-Cola Football InformationCentre

This centre has been set up to distributeinformation and materials related to TheCoca-Cola Company's sponsorship of football,and it will respond to requests for footballinformation from field offices.

Additionally, the Information Centre willdistribute publicity materials such as pressreleases, and activity guidelines for specificevents such as the visit of a Football Develop­ment Programme team to an individual country.

The Centre has been set up in the offices ofthe West Nally Group, a worldwide marketingconsultancy specialising in sport and sportsponsorship. The West Nally Group was instru­mental in finalising the agreement betweenThe Coca-Cola Company and FI FA andcontinues to be most closely involved in thedevelopment of the specific programmesresulting from this agreement, and with localprogrammes around the world.

The address of the Centre is:.The FIFA/Coca-Cola FootballInformation Centre

West Nally Group,Berkeley Square House12 Berkeley Square, London W1 X6NQ,England.

For urgent requestsTelex No. 25460Telephone No. 01-491 3070

Bottlers

THEFIFA/COCA-COLAWORLD FOOTBALLDEVELOPMENTPROGRAMME

The FIFA/Coca-Cola World FootballDevelopment Programme

Football is particularly important to thegovernments of the countries which will be thefocus of attention of the World Football Develop­ment Programme-i.e.countries in Africa,Asia,Oceania and Central America. Since it is theworld's number one sport, they are anxious toparticipate and compete on an equal footingwith every country in the world. And since worldfootball dominance belongs to the countries ofEurope and South America, competitiveperformance in this sport has consequentlycome to be an important source of nationalpride for countries in other continents.

By helping governments progress towardstheir goals in football development, regionaloffices and Bottlers can demonstrate theintention and ability to play a full role in thedevelopment of their countries.

The visit of a team will help establish importantcontacts with key government officials and alsowith the media.

Detailed Bottler activities

The visit of a teaching team from the WorldFootball Development Programme providesevery Bottler in the subject country with oppor­tunities for direct sales promotionand meaningfuland effective youth market programmes. And,especially for Bottlers whose territory includesthe city in which the seminars will take place.there is tremendous potential for image-buildingpress and public relations activities.

Bottlers will have a novel opportunity forpublicity especially if they are successful increating an aura of excitement and prestige forthe visit of the teaching team.

This section details the activities and planningwhich will make all this happen.

SCHEDULE 1976 Ivory Coast August 1-11

Ethiopia November 17-27 UpperVolta August 13-23

Kenya November 28- USA October 4-14December 8 USA October 16-26

Phillipines November 30- Canada October 8-18December 10 Canada October 20-30

Indonesia December 11-21 Togo October 1-11Senegal December 2-12 Benin (Dahomey) October 13-23Morocco December 12-22 Japan November 1-11

Korea Republic November 13-23

Guatemala November 1-11El Salvador November 13-23

SCHEDULE 1977 Honduras November 25-Australia January 8-18 December 5New Zealand January 20-30 Nicaragua December 7-17Egypt February 5-15Sudan February 17-27

Dominican Republic February 1-11Puerto Rico February 13-23 SCHEDULE 1978

Sri Lanka March 1-11 AFRICA ASIAMalaysia March 14-24 Libya Thailand

Nigeria March 4-14Somalia United Arab EmiratesCentral Africa China National

Ghana March 16-26 Gambia Bahrain/QatarZaire March 8-18 Guinea BruneiMali/Niger March 21-31 Lesotho Burma

Venezeula February 28-March 10 Liberia India

Ecuador March 13-23 Madagascar IraqMalawi Yemen

Costa Rica April 11-21 Sierra Leone SyriaPanama April 21-May 1 Israel

Cyprus May 1-11 Jordan

Malta May 13-23 Korea DPRCONCACAF Kuwait

Uganda May 1-11 Netherland Antilles LaosTanzania May 13-23 Bermuda NepalCameroon May 6-16 Mexico PakistanGabon May 18-28 Antigua Saudi Arabia

Mauritius June1-11Jamaica

Zambia June 13-23Bahamas SOUTH AMERICACuba Paraguay

Tunisia July 1-11 Guyana PeruCongo July 13-23 Haiti

Iran August 6-16 Surinam OCEANIA

Afghanistan August 18-28 Trinidad FijiBarbados Papua-New Guinea

Hong Kong August 25-September 4Singapore September 6-16

a e national FA

mronr~ni- - at y ee and get to knowr ina r in the country which the

-ea hi g team is visiting. He has the responsi-ility for all administration concerning the visit

0' 'he teaching team.

So that there is no confusion as to the FAco-ordinator's exact role, here is the list of hisresponsibilities as laid down by FIFA:

Location of seminar (e.g. school, hotelor other)

Accommodation for instructors andparticipants

Organisation of morning, noon and eveningmeals for instructors and participants

Local transportution

Finalisation of seminar timetables

Provision of sufficient seating for seminars- projection room and equipment

-gymnasium- playing field, showers,changing

rooms, massage facilities

- wall screens, blackboards andother aids

- proper electricity supply,withplugs, cables, extensions, etc.

- office space, copying machines,secretary and typewriter.

Financially, FI FA is responsible for costsrelating to the teaching team and their teachingmaterials.

The national FA is responsible for costsrelating to the holding of the seminars in theircountry, participants, and local transportation forthe teaching team and the participants.

The benefits which Bottlers can derive fromthis programme are threefold:

1) Direct sales promotion.

2) Media and public relations impact.

3) Follow-up activities after the visit tocapitalise on the materials. contacts andknowledge created by it.

1)Sales Promotion

(a) COMPETITION FOR LOCAL TEAMS TOPARTICIPATE IN SEMINARS.

The semi nar conducted by the World FootballDevelopment Programme team will includeperiods of practical demonstration. Local youthteams would serve as ideal "participants" forrefereeing and coaching demonstrations. andthey would see it as an honour to be chosen todoso.

Therefore, you can offer teams from schoolsleagues. boys' clubs and other groups the chanceto win a place at one of these demonstrationsessions. To commemorate the occasion. thewinning teams will receive special uniform shirtswith the product logo and a framed certificate.

(NB: These certificates will be available forordering in Spanish, French or English throughthe Information Centre. If you feel it is necessaryfor the certificate to be produced in anotherlanguage. then the adaptation will have to bemade locally).

Here are suggested guidelines for runningthis promotion:

1a. Compile a list of schools, clubs. leagues­any groups who organise youth soccer teams.

1b. Write a letter to the relevant person thereinforming them of:

- The Coca-Cola Company's world-widesponsorship of football through FIFA.

- The visit of the World Football DevelopmentProgramme team.

-'-The opportunity for the local youth teamsto participate.

(The total number of teams invited to partici­pate at the seminar will need to be finalised withthe FA co-ordinator. The number of teams toWhom each Bottler can offer a place depends onthe number of Bottlers in the country and onwhether every one of them runs the promotion).

1c. The method of selection of the youth teamswill depend on the most successful promotiontechniques in a particular country. promotionallaws, and your own judgement.

Here are some suggestions:Crown Collection

Invite groups to collect crowns from bottlesof Coca-Cola. The two teams collecting the mostcrowns and sending or delivering them to youby the closing date are the winners. They willreceive their uniforms and commemorativecertificate on the day of their participation inthe seminars.

Competition(a) Compile a list of football questions testingworld-wide football knowledge. (Add a tie­breaker if necessary/appropriate). Thistechnique will reflect the global nature of theDevelopment Programme, and teachers canuse it in schools as the focus of geography,history or current affairs lessons.

(b) Invite entrants to select their top nationalteam, with the tie-breaker being their choiceof the best individual player, giving reasonswhy. Here the competition can be judged byexperts such as members of the FA, sportsjournalists and top players-thereby helpingto forge even stronger links with all theseelements of the football world.

(c) Use pictures of national football stars inunusual situations (eg in everyday clothesrather than football uniforms or with theirfaces partially hidden) and invite entrants toidentify them all. You may be able to tie-inwith a camera manufacturer or localphotographic dealer to offer cameras asrunner-up prizes.

SweepstakesIf it is most appropriate in your country,

uti Iise asimple sweepstakes format wherebyentrants simply send in their team names onan entry form and winners are selected in adraw.This will elicit a high level of entr~8ssince it is the simplest possible promotiondevice.This will spread your image-buildingfootball message more broadly, and establisha strong contact with youth teams.

Essay contestInvite teams to send an essay on an

appropriate football subject-such as thequalities required to be an internationalfootball star, or the greatest moment infootball in the country.Teachers/teamleaders can be encouraged to develop adiscussion group among their teams whichwill help them build team spirit and teachtheir players to think about the game,not just play it.

Your own ideas can be added to ours tocreate the best possible promotion, tailor­made to local conditions. Whatever theexecutional details of the final format, thisevent is capable of el iciti ng avery strong andfavourable response from youth groups.

(b) LOCAL CONTEST FOR INDIVIDUALS TOPARTICIPATE IN SEMINARS.

As an alternative to bringing local youth teamsto the seminars, local supermarket or shoppingcentre promotions can be developed to selectindividuals-young footballers-to take part inthe World Football Development Programme.

Set up a visual and product display in asupermarket parking lot or an open square in ashopping centreDecorate it with football posters,footballs and any other appropriate material youmay have.

Using a local football player or coach, give asimple demonstration of ball-juggling and soccerskills. Youngsters passing by can participate insimple ball-juggling heats. You may wish toaward simple, inexpensive prizes such as badges,patches or decals, especially if you can find themout of surplus stock you may hold from previouspromotions.

Involve the national FA or local football groupsby sell ing premiums on wh ich they take the profit.for the benefit of youth football. Their personnelcan man the premium stall and they can providethe coach or demonstrator.

As part of the promotion, include a simpledraw of names from a hat to select a smallnumber of youngsters to take part in practicaldemonstrations at the seminars conducted bythe teaching team. Check each name that goes

into the hat represents an enthusiastic footballer.Select a few extra names so that if any of thewinners drop out for any reason, you have"reserves" on hand who can replace them.

Check with the FA co-ordinator as to exactlyhow many young players each Bottler can sendto the seminar.

(c) COACHING CARDSAnother highly appropriate premium to linkin

with theWorld Football Development Programmewould be a series of coaching cards offered asa premium to your consumers.

The coaching cards would be presented asthe official FIFA coaching course as developedfor the FI FA/Coca-Cola World Football Develop­ment Programme by the top coaches in the world.The series would consist of cards demonstratingin words and pictures both the basic and finerpoints of football technique in individual playand team play.

The copy and visuals for the series of coachingcards will be supplied to regional offices by theInformation Centre.

The cards could be printed on six-pack sleevesfor consumers to cut out, as six-pack stuffers,or as a mail-in set. If you use on-pack printing orstuffers, offer consumers a free collector book atpoint of sale which expands on the coaching tipsand encourages them to collect the full set.

The collector book canbe adapted from thecoaching manualwhich will be part ofthe teachingmaterials for theWorld FootballDevelopmentProgramme.

2) Media/Public Relations

Every Bottler in a country can use the visit ofthe World Football Development Programmeteaching teams to generate press stories orfeatures and an impact in the community in thefollowing way:

Individual sponsorship

This is a suggestion which can be used notonly to generate press mileage but also to help aBottler to a very large extent in football activitiesaftertheteam'svisit-sponsorshipofanindividualfrom his territory to attend the seminars.

The idea would be not only to strengthen linksbetween local Bottlers and the activities of theteaching team, but also to create an arrangementwhereby the Bottler can benefit directly fromthe sponsored individual's participation in theseminar with subsequent promotional activities.

Prior to agreeing to sponsor the individual,the Bottler would draw up a contractual agree­ment whereby the individual would agree to:

*run "mini-seminars" in the Bottler's territoryto pass on the lessons from the teachingteam to other coaches in the territory;

*organise and run Bottler coaching clinicsand "football happenings" (see follow-upactivities);

*and help in the organisation andadministration of the Football Skillscompetition.

The individual would be identified and selectedby the national FA in consultation with the Bottler.

His travel and accommodation in connectionwith the seminar would be paid by the Bottler.

The sponsorship of this individual should beused as a local press story, placing a picture ofhim setting off for the seminar with a caption orbrief news-piece giving details of the Bottler'sinvolvement.

In the territory where the semi nars actuallytake place, there are obviously numerous furtheropportunities for publicity and image-building.Naturally, the Bottler will want to ensure thatproducts are available and coolers are visible.

In addition, regional offices and Bottlers canselect from the following list of suggestions,each of which will be executed at their own cost:

Airport Reception

In conjunction with the national FA, organise areceiving committee to meet the teaching teamupon their arrival at the airport.The committeeshould include the head of the FA, other FAdignitaries and Company and Bottler personnel.Ensure that a photographer is present to recordthe occasion.

Press Conference

This should be staged once the members ofthe teaching team have arrived at their place ofresidence. The team will bring press kits infolders with them. Do not forget to ensureprominent display of the FIFA/Coca-Cola insigniawhich the team will also supply.

Seminar Inauguration

A reception can be organised (in conjunctionwith the local FA) as the inaugural event of theteaching seminar.This will be especially valuablesince it will be attended by high governmentofficials and other V. I. P.s invited by FIFA and thenational FA.

Local Tours

To try to generate even more photographicand press coverage of the teaching team's visit,take them out into the local streets to meet thepeople and get to know the city in which theyare staying. Have the local news media repre­sentatives accompany them for informal chatsand photographs.The local tours could beplanned to includea visittothe children's ward ofa local hospital, or a local school or park whereyoungsters play football. You may wish to takethem on a tour of the bottling plant, or to meetyour employees as part of an employee relationsprogramme.You may even be able to createspecific promotions with a local supermarket orshopping centre, tying in with special productdisplays or price promotions or other consumeroffers.

Evening Reception/Banquet

An evening reception or banquet can bearranged.The objective would be to introducethevisiting team to local dignitaries-governmentministers and officials, the mayor, prominentindustrialists etc.The insignia and product will beprominent.The media should be invited forinterviews and photographs.

Final Press Day

The afternoon of the fi nal day of the semi narhas been designated as a round table discussionwith the local representatives of the media.Regional office personnel should be in attendanceas well as Bottler personnel. Make sure that thebest possible presentation is made in terms ofinsignia and product visibility.

Personality Promotion

In co-operation with the national FootballAssociation, you may wish to use the services ofa major local football star to help publicise thevisit of the teaching team. He can be part of thereception committee, attend the press conferenceand other functions in connection with the visit,accompany the team on walk-abouts andparticipate in practical demonstrations.The FAco-ordinator will be able to help identify the bestman for the job.

The Role of the Information Centre

To help you plan the basis of press coveragefor the visit of the teaching team (in addition tothe specific activities Iisted above) theInformation Centre will provide two mailings.

The first will include the following:

*confirmation of approximate dates ofthe visit.

*the name of the FA co-ordinator.

*organisational structure and key personnelof the national FA.

*special reasons why the country wasselected.

The regional office will be notified immediatelyonce the dates of the visit are completely finalised.

The second mailing will be timed to arrive6 weeks prior to the visit, and will include:

* names of the members of the visiti ngteaching team including photographs andbrief biographies.

*a series of press releases for issue in theweeks preceding the arrival of the team.

*FIFA/Coca-Cola insignias in sticker form foruse on letterheads, press releases etc.

*a schedule of seminar activities for the visitincluding evening functions, and specialevents at which product identificationshould be prominent.

Of course, any further specific information youmay need can be suppl ied by the InformationCentre on request.

3) Follow-up Activities

In order to capital ise on the impact caused bythe visit of the World Football DevelopmentProgramme teaching team, follow-up activitiescan be planned, the objectives of which wouldbe to:

*create high levels of visibility for theBottler's involvement in the number oneyouth sport.

*forge an even closer link between theproduct, the Bottler and the youth of hiscommunity.

*generate interest and excitement amongyoung footballers.

*and build a close and beneficial relationshipfor the Bottler with the national FA.

Here are some ideas:

3a) Coaching ClinicsOne of the best ways of translating your

contacts with your local Football Associationinto a strong promotion is to run a series of

coaching clinics for young footballers.

These will serve to further identify you withyouth soccer activities, cement your relation­ships with local football authorities, and providea coaching resource which young footballersneed.

Here are some guidelines for organisingfootball clinics:

Decide on your coaching personnel. Bottlerswho sponsor an individual from their territory toattend the World Football DevelopmentProgramme seminar have a ready-made coachfor their clinics. Otherwise, find another suitablelocal coach (through the Football Association) ora teacher in a local school who has coachingqual ifications. Make sure the individual concernedis properly supplied with identifying marks foryour own publicity purposes-ego with a largepatch for his warm-up suit or football shirt, a tote­bag which carries the product logo etc.

Decide on the number and location of yourclinics. You can probably arrange to use a iocalpark or recreation ground or a school athleticfacility. As to when and how often you want your

clinics, it's up to you to decide bearing in mindlocal conditions such as school hours, the daysand times children are involved in competitivematches, when your coach or coaches areavailable, and so on.

Decide on the number of players who canparticipate and how to select them. This decisionshould be made in association with the coach,and based on the flavour you want to create atyour clinic-an intensive and very seriouscoachi ng session for top players, or a less in-depthsession which will be designed for large numbersof participants.

One method of selection is si mply to write toschools, boys' c~l;bs and other groups and askthem to nominate an individual for the coachingclinic.

Make sure you are very specific in indicatingthe age group in which the nominee should be(this is something you'll be able to decide onwith the coach).

To ensure the right number of young playersturn up at the clinics, make sure the groupscontacted nominate at least one reserve forevery clinic date.

Leave the coaching format to the coaches.The people you select to run your clinics are thecoaching experts so you can leave the details uptothem.

Awards badges. Iran-on or sew-on patches canbe provided to players to show that they haveattended the clinic and to remind them of yourrole in helping them develop theirfootballingtalent.

Press publicity. Have a photographer fromyour local newspaper visit the clinic for a picturestory. Mal .•~ sure all his pictures show theproduct logo.

3b) A"Football Happening"You can expand the concept of the coaching

clinic into a full scale "Football Extravaganza:'Take a local stadium or field and get hundreds oror even thousands of local youngsters byannouncing:

* Football ski lis demonstrations by professionalplayers or particularly skilled ball jugglers.

* Ball-juggling contests; you may wish to holdyour Football Skills competition (describedlater) in this setting, or you may simply wishto invite any youngster to participate whodesires to be timed in the skill tests forpure interest.

*Sales of premium items. Set up shop in thegoal-posts and sell items which feature theproduct logo and others for which profitswill go to the national FA or local footballbodies. Local members should be contactedto help stage the event and to handlepremium sales.

*Goal-kicking competitions for prizes fromthe Adidas catalogue.

* Brief instructional sessions with localcoaches or professional players.

You can advertise the "happening" inneighbourhood and community newspapers andsend fliers to schools, football clubs and otherinterested groups.

3c) Educational MaterialsNumerous teaching aids are being developed

for the World Football Development Programme.When finalised these will be adapted into a youthtraining kit.This kit will include coaching films,coaching manuals, youth handbooks, wall chartsand will betheonlytraining kit approved by FIFA.

A brochure describing the kit and its contentswill be mailed out to regional offices, along withordering procedures and prices.

These materials can be used with schools,local youth football clubs and other groups as apromotional tool. Films may be loaned or rentedor, in special cases, donated; handbooks andwallcharts can be provided at a self-liquidatingcost as another Bottler service to youth football.

Schools, clubs, and even young players them­selves are crying out for materials like these.The World Football Development Programmewill therefore help you in making a tremendousimpact and achieving high visibility with thesematerials.

3d) Youth Tournament SponsorshipIt may be appropriate in many communities for

the Bottler to sponsor local youth tournaments.Extensive publicity can be achieved simply byawarding a trophy to the winners and certificatesof merit to outstanding competitors.

The FIFA World Youth Tournament for theCoca-Cola Cup

Area and regional offices for the countrywhich hosts the World Youth Tournament will besupplied with specific guides which will detailthe activities to be undertaken with theTournament.

Additionally, the Information Centre will adviseregional offices for those countries sendingteams to the tournament of the publicity andpromotion opportunities open to them.

Worldwide Promotion

The FIFA World Youth Tournament for TheCoca-Cola Cup offers an opportunity for a Bottlerpromotion which can be mounted in any countryin the world.

The promotion will offer youngsters the chanceto win a fabulous football trip to Tunisia to meetan international football star.The trip will includetickets to the finals of the Tournament, the chanceto watch the game with the sports star andpersonal coaching from him before the game inthe very stadium in which the final will be played.

In addition, there will be a sightseeing trip inTunisia itself, and the lucky winner will be invitedto bring his or her parents.

What a thrill it would be for any youngster towin this prize!

The prize can be offered via anyone of a wholeseries of promotion mechanics, some ideas forwhich we suggest in the following page.

Remember:-Winners must be identified by atleast May 30th 1977.

*A complete promotion guide will be issuedshortly which will give full details of the worldfootball star selected for the event. Travelarrangements will also be fully covered inthe guide.

Goal-timeThis is a simple under-crown collection

promotion with a competition overlay to wina trip not to Tunisia, but to the finals of the WorldCup in Argentina in 1978 (alternatively you canoffer a cash prize, or merchandise prizes likecars and TV sets).

Special crown-liners are imprinted with theflags of the countries of the world who couldbe sending a team to the World Youth Cup.Consumers receive a free collector card at pointof sale on which to mount the crown-linersthey collect.

The competition element,offering the prize ofthe trip to Tunisia, would be a set of questionswhich can be answered by affixing the appro­priate crown liners in spaces on the entry form.Local legal counsel will advise on the propertreatment of this element in your own country.

A tie-breaker should be incorporated.

The Football Information Centre will supplyregional offices with a list of 100 landmarks infootball which can be used for this promotion.

Certain other crown-liners are printed witha series of times in minutes and seconds fromoto 90 minutes-the duration of a football match.

As the contest element of the promotion;consumers are invited to predict, in the correctorder, the countries who will finish first, secondand third in the World Youth Tournament inTunisia in 1977.As a tie-breaker, they must alsopredict the time, in minutes and seconds, of thefirst goal scored in the final of the Tournament.(A goal scored in extra-time, after a scorelessmatch, will be treated as 90 minutes).

Entrants make their predictions by affixingthe appropriate crown-liners on the entry formprovided. In some countries, the option of simplywriting-in the names of the countries and thetime of the first goal, will be needed.

History of FootballThis is an under crown promotion in which

consumers collect specially imprinted crown­liners which form a series representing thehistory of football. The history will go back to theearliest origins of the sport and culminate in thefirst ever World Youth Tournament, sponsored byThe Coca-Cola Company. Throughout, the serieswill have a special emphasis on youth football;therefore it will be a suitable promotional com­memoration of the 1977 tournament, and shouldbe presented that way in copy terms.

Suggested Competition Mechanics

Simple SweepstakesOffer the trip to Tunisia as the major prize in

a simple sweepstakes. Consumers receive entryforms via a point of sale leaflet, on six-packsleeves or as a six-pack stuffer, depending onlocal legal regulations and the prevailingpromotional climate.

The key to a successful sweepstakes is,of course, strong in-store display support.

The display material in this guide has beenprepared as a suggestion on how to treat thepromotion visually. Football is an ideal mediumfor impactful displays since it can provide colourand action in a universally recognised theme.

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The FIFA Coca-Cola Football SkillsCompetition

The Football Skills Competition can be one ofthe strongest youth market promotions availableto Bottlers. It complements the Company'ssponsorship activities by providing the oppor­tunity to run an exciting football promotion foryoung players in every country and in everyBottler's territory. It is designed as a fun activitywhile at the same time encouraging players tomaster the basic skills of football.

It is imperative that the programme gets off toa strong start. The key fi rst step is to get theNational Football Association strongly to supportboth the concept of the Football Ski lis Com­petition and its method of execution. With theirsupport, the competition will be better acceptedby clubs, schools, leagues and individuals; the FAcan helpyou in communicating itto the maximumnumber of potential participants, and can take onmuch of the administration task associated withthe event.

On the other hand, lack of support from the FA,or worse sti 11, opposition from that body, mayprevent you from launching the promotion in aneffective manner.

In 1976,The Company wishes to run initialFootball Skills Competitions in a number ofcarefully selected countries.The method ofselection will be based on criteria developed bythe International Co-ordinator. He will work withArea management on a selection of countrieswhich will reflect different conditions in differentparts of the world.The International Co-ordinatorwi II be contacting the Areas shortly, and Areamanagement should await his action rather thaninitiating any activity themselves.

How the competition worksThe basic idea is to have as many young

people as possible competing in the basicfootball skills of bouncing the ball on the footand on the head.The first level of competitionwill be in the clubs; supervised by a teacher orcoach; the second at the Bottler tournamentthe third at a national championship.

An international final will be held in conjunctionwith the FIFA World Youth Tournament for theCoca-Cola Cup (and at another major FI FA eventin the intervening years).

The contestants participate in the followingtests:-

1) Bouncing the ball on one foot only (eitherfoot may be chosen); they can go up to asmany bounces on the foot as possiblewithout the ball touching the ground,and have two attempts at this test.

2) As above, but with alternate feet (i.e. onebounce on the left foot followed by onebounce on the right foot).

3) Bouncing the ball on the head only.

How it is Communicated

Included at the back of this guide is the formatof how the programme will be run in the USA.

In addition, an alternative method of conductinga competition is presented here:-

1) Bottlers prepare a mailing for all youthfootball clubs, boys' clubs. YMCA's/YWCA's,schools and any other group whichorganises youth football in their area. Themailing consists of a simple letter on Bottlerpaper to which the FIFA/Coca-Cola insigniahas been affixed in sticker form.

2) Recipients of this first mailing are invited towrite back to the Bottler indicating theirdesire to conduct the Football SkillsCompetition.

3) To all those groups enrolling, the Bottlersends a second mailing which includeseverything necessary for them to conduct aFootball Skills contest among their ownyoung players. Specifically, the contentswillbe:-

*a coveri ng letter explai ning the contentsof the package.

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*a set of posters and handbills advertisingthe competition, for use in the club house,on the noticeboard, among members etc.to ensure maximum levels of participation.

*a series of entry cards on which individualparticipants' performances are recordedand confirmed by the signature of theteacher/coach/group leader.

*a set of patches which will be awardedto successful participants which they canaffix to their uniforms, warm-ups etc.

The teacher/coach/group leader mustsupervise his/her players in their participation,divide the players into the proper age groups(i.e. under 10,11-12,13-14,15-16), and witnessthe successful completion of the test.

He then awards the patches to top scoringparticipants and sends in the completed entrycards of the top three winners in each age groupto the Bottler by a specified date.

The Bottler sorts through these top winners toidentify the 40-60 best entrants in his territoryand invites them, through their teacher/coachgroup leader, to a Bottler elimination contest.

This elimination will take place on one specificday and at aspecific location to be chosen by the,Bottler. Using assistants from schools and localfootball clubs/groups to act as supervisors,the performances of the participants are recordedin the same way as in the grass-roots level tests.

The Bottlerthen submits histhreetop performersin each age group to the national organiser orregional office football co-ordinator.

The National Final

From the entry cards mailed in by Bottlersthroughout the country, the national office orregional office football co-ordinator will selectthe 10 best entrants in each age group for theNational Final of the FIFA/Coca-Cola FootballSkills Competition.

These 30 young players will be assembled atthe location of the National Final, each with anaccompanying adult. You should aim to hold theNational Final at the most prestigious availablefootball occasion in the country, e.g. theProfessional Knock-Out Cup Final; this will havebeen agreed with the National FA in the originalnegotiations with them.

The finals will take place the morning beforethe major football game with which is is associ­ated, and an exhibition and awards ceremonymay take place at half time in that game.

The same 3 basic skills are used as were usedin the preliminary test except that the test isstopped if the contestant reaches 300 in the firsttwo tests (one foot and alternating feet) and100 heads. The maximum possible is 700 fromthe first 3 tests. Because it can be expected thatseveral youngsters will score the maximum,2 additional tests will be added for the local,national and international finals.

These tests are as follows:-

1) The contestant starts on the half-way line ofthe football field and must progress to theedge of the penalty area while running andkeeping the ball in the air without it evertouching the ground.Any legitimate part ofthe body can be used to do this (i.e. not thehands and arms, but the foot, thigh, chest orhead are all OK) and the only restriction isthat the ball must be contacted at least 6times during the run from the half-way line tothe edge of the penalty area (this preventsa participant kicking the ball on the fly to thepenalty area and bringing it under controlthere). The participant can then let the ballhit the ground in the penalty area and hit itinto the goal in a single kick-no controllingof the ball in the penalty area is allowed toprepare for the kick into the goal.

The run from the half-way line is timed fromthe point of crossing that line to the point ofthe ball crossing the goal-line. This must bedone with a stopwatch which can record to1/1 Oth of a second accurately. (If the balldoes hit the ground between the half-wayline and the penalty area, the player doesnot stop and start again, he merely carries onin the knowledge that he has lost 10 points).

2) The final test works as follows:-The goal is filled with two specially-shapedrigid wood or wood-framed boards whichare secured to the goalposts as shown inthis diagram.

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Participants have five attempts at goalfrom the penalty spot. The ball is notallowed to touch the ground. If the ball goesthrough the space in the middle of the goalin between the two boards, no points arescored. If the ball hits either board andrebounds out of the goal.

10 points are scored

If the ball enters the goal via one of thespaces in the four corners of the goal.

30 point are scored.

The total of 5 attempts is the total score forthe participant.

This score, added to his total points for allthe previous tests, is his final score in theNational Final, and the highest of these finalscores in each age bracket is the overallwinner for that age bracket. The singlehighest score of all (irrespective of age) isthe FIFA/Coca-Cola National Football SkillsChampion.

T8'

1

FOOTBALLPROMOTIONS

Football Promotions '

The promotion ideas put forward in this guideso far, tie-in specifically to the World FootballDevelopment Programme and the WorldTournament for the Coca-Cola Cup. Football alsopresents an excellent theme on which to basemore general promotions.

1) Football Offers

The World Football Development Programmeteam will be visiting countries with the objectiveof helping to raise the level of football skills,especially among young players.

Butin many of the countries visited by theteams, the basic equipment for the game maynot be readily available to young footballers.And indeed in almost every country, youngplayers are anxious to acquire new or additionalfootball equipment.

The most important piece of equipment neededis an official size and weight football,conformingto FIFA regulations.

Such a ball can be offered at low cost in returnfor proofs of purchase. And the scheme can bepartially, or completely, self-liquidating for theBottlerThe ball can carry the FIFA/Coca-Colainsignia or simply the product trademark.

Executional alternatives

SELF-LIQUIDATING MAIL-IN

Choose the ball which gives the best value.

UNDER-CROWN PROMOTION

The proofs of purchase required for thepremium can be special crown-liners imprintedwith footballs (collect 6 different colours) famousplayers or badges of national or internationalfootball clubs.

COMPETITION

You could make a massive impact in the youthmarket with a big ball promotion under theannouncement: "10,000 FOOTBALLS MUST BEWON!"(or5,OOOor 1,OOOorwhatever isthe mostlogical number for a particular territory).

In markets where there are well-known footballstars the competition could consist of matchingnames or photographs to a list of football clubs.Include a tie-breaker if necessary/appropriate.

Where major in-store displays can be achieved,the footballs should be on display to gainmaximum impact.

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Consumers affix the special crown-liners theycollect to the matching square on the FootballBingo card. Prizes are awarded when an entirecard has been completed by sticking matchingcrown-liners on each square, or for anycompleted line-vertically, horizontally ordiagonally.

Consumers are invited to collect these crown­liners and affix them to a special collector cardavailable free at point of sale.The collector cardis marked off in squares. In each square is thename/country of one of the footballers featuredon the crown-liners (except for some squareswhich are "free").

The competition can be run in two ways, depend­ing on budget and on local promotional laws:

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Special crown-liners are printed with drawingsof famous international footballers including foreach one his name and the country or team for

which he PlaYS(i)

3) Football Bingo

This is a collector promotion which can beadapted as a chance-based game for big prizesor a simple skill game for youngsters to winprizes of football equipment.

The competition consists of a photographof action from a football match with the ballobliterated. Consumers simply mark an 'X' on thephotograph where they think the ball should be.

The competition can be run via 6-pack stuffers,point of sale leaflets, or by printing the "Spot theBall" photographs on 6-pack sleeves. Try tochoose a photograph where the ball is in an"unlikely" place compared with the distributionof the players.

Legal requirements vary from country tocountry. In some cases the winning entry will bedetermined on the basis of where the ball actuallyappeared before it was obliterated. Elsewherea panel of experts can determine where theyjudge the ball to have been,andthewinner istheentrant whose judgement exactly or most closelycoincides with theirs. Proof of purchase require­mentswill alsovarywith local regulations. Consultlocal legal counsel before finalising the detailsof the promotion.

The competitor whose 'X'centre is closest tothe exact centre of the ball is the winner.The technique is accurate enough to producea single winner without a tie-breaker.

2) Spot the Ball Competition

One of the most universally and consistentlypopular forms of consumer competition in foot­ball countries has been "Spot the Ball:'

Prizes can be cash, coupons for cases ofCoca-Cola, or football equipment (eg "Spot theBall-Win a Ball").

Competitors can mark more than one 'X' on theentry form but each must be accompanied by therequisite number ofproofs of purchase.

AS A CHANCE GAME FOR CASH PRIZES

Certain of the crown-liners are held back as"rares:' For example, if you make a completedcard worth $1 000 (or equivalent) prize, and youare prepared to award 10 such prizes, then keycrown-liners are printed in limited numbers sothat it is possible for only 10 prizes to be won.

The production of these "rare" crown-linersneedscareful supervision and control to guaranteethat no more than 10 are produced.

Completing a single line on the card couldqualify for a lesser prize, which would be offeredin greater quantities and hence the number of"rares" governing this prize can be less restricted.

ASA MAIL-IN DEVICE FOR FOOTBALL­RELATED PREMIUMS.

In countries where promotion laws restrict theuse of chance games, the" Football Bingo" con­cept can be used as the vehicle for a premiumpromotion.The special crown-liners can becomenovel proofs of purchase, with entrants invited to"send in these six famous footballer pictures and$3.50 for an Adidas football" or similar.

Each of these variations can be overlaid with asimple contest.The collector card would includea tear-off portion for consumers to enter asweepstake. Or a competition to answer footballquestions can be entered by affixing theappropriate crown-liner to the entry form or bywriting in the answer (eg one of the questionscould be: "Who is the only player ever to havescored three goals in a World Cup Final?The answer is Geoff Hurst of England. Consumerscan look for the crown-liner bearing his pictureand name and affix it to the entry form, or simplywrite in his name in the space provided).

4) Top Team

An interesting variation on the under-crownfootball promotion theme would be to invitecontestants to pick their best-ever national orinternational team. Leaflets or collector cardswould include brief details on, say, 50 players who

appear on special crown-liners. Consumers maketheir choice of "Top Team" from these 50, andthen must collect their"First Eleven"from therange of crown-liners in circulation and affixthem to their entry form.

A panel of experts makes its choice of "TopTeam" and the winning consumers are thosewhose choice coincides exactly, or most closely,with that of the experts. The tie-breaker could bethe entrant's choice of the single best player,with reasons why.

To add even greater intrigue to the promotion,combine past players with current players toproduce an all-time "Top Team:'

In all cases involving the use of drawings ofplayers and their names, check carefully the lawsregarding proper use of such drawings/names.It must always be made clear that the promotiondoes not imply endorsement of the product bythe players concerned. If payments to playersare involved, it is crucial that no payment is madeto an amateur since this can jeopardise hisamateur status.

In some countries, where acollection of crown­liners must be made to complete a competitionentry, a mail-in swap facility is necessary.

Consumers can then exchange any unwantedliner for aspecific one they have fai led to collect.Make sure that a stamped, addressed envelopeis included with swap applications, and limit theswap period to the last month of the promotion.

APPENDICES

n~

KuwaitLaosLebanonMalaysiaNepalPakistanPhillipinesQatarSaudi ArabiaSingaporeSri LankaSyriaThailandUnited Arab Emirates

Appendix A

The Confederations and their Tournaments

The following pages give the lists of membersof each of the six continental confederations,and identify the major tournaments which arecontested between national and club teamswithin each one.

It is important to note that:1. Dates change from year to year, especially

after discussions at the confederationcongress.

2. The Information Centre can provide detailson any specific question you may have aboutfootball activity within any of the confed­erations.

3. The best source of up-to-date informationis your local FA and it would be useful todevelop good relations with those in charge.At the back of this guide is a Directory ofAddresses of all National FA's for you to use.

4.Also you will find a sample copy of FIFANews, the official monthly publication ofFI FA. It is packed with news of tournaments,events and happenings in the football world,and can be a useful means of updating yourfootball knowledge. A subscription form isenclosed for your use.

The Asian Football Confederation

The Asian Football Confederation has 34member associations, encompassing South EastAsia and the Middle East.

The members are:

AfghanistanBahrainBangladeshBruneiBurmaChina Nat.Hong KongIndiaIndonesiaIranIraqIsraelJapanJordan

Khmer *Vietnam DPR* Korea DPR Vietnam Rep.

Korea Rep. Yemen PDR

*FIFA member but not affiliated to Confederation

The Confederation was founded in 1954-agreat deal of the initiative behind its foundationcame from Tunku Abdul Rahman, Malaysia'sfirst prime minister. Today, he still remains thePresident of the Confederation and a devotedfollower of soccer.

The AFC holds a Congress ever twoyears-the most recent was in Malaysia on 22ndAugust 1976.

There are a number of important tournamentswithin the AFC area, and each member countryalso has its own national competitions.There hasbeen an explosion in the popularity of footballand new competitions are finding their way onto the calendar every year, especially in theArab countries where many new stadiums arebeing built.

As this area is developing so fast and changingso much, the only way to keep fully informed ofthe names and dates of the major tournamentsis to develop a relationship with your nationalfootball association.

Note: Unlike the major soccer countries, theassociations belonging to the AFC rarely havefull-time executives.

As a guide, within the AFC, some importantnational and international tournaments to watch

.for are:-

THE ASIAN CUP:The most important competition for nationalteams in the AFC.lt takes place every two yearsand was held in Tehran in 1976.

THE ASIAN YOUTH FOOTBALLTOURNAMENT:The area's international youth tournament,involving national youth teams from membercountries. In 1977, this will take place inKuala Lumpur.

THE ARAB YOUTH FOOTBALL TOURNAMENT:This is a new, international youth tournament forthe Arab world. The first was held in 1975 and thecompetition will be held every two years.

THE ARABIAN GULF TOURNAMENTThis annual event was held in Qatar in 1976.

TH E ARAB PALESTI NIAN FOOTBALL CU PA major tournament involving Arab nationalteams which take place every two years. The thirdtournament was held in 1975 and the fourth willbe held in 1977.

THEMERDEKATOURNAMENTAn important Asian annual tournament involvingnational teams which always takes place inMalaysia. The tournament was founded byTunku Abdul Rahman-"Meredeka" meansfreedom-and 1976 saw the 20th competition.

THE ASIAN SCHOOLS SOCCERCHAMPIONSHI P.

WORLD CUP PRELIMINARY QUALIFYINGROUNDSThese will take place in 1977 and will involveBahrain, Hong Kong, Indonesia, Iran, Iraq, Israel,Kuwait, Malaysia, Saudi Arabia, Sri Lanka,Sudan and the United Arab Emirates.

THE ASIAN GAMESAs with the Olympics, a football tournament isheld within the Asian Games, which are heldevery four years. The next games are due in1978 in Bangkok.

SEAPGAMES(South East Asia Peninsula Games).These includea football tournament and are held every fouryears. In 1977 they will be held in Kuala Lumpur.

THE MALAYSIA CUPAn important tournament involving Malaysia andSingapore on an interstate basis. It is a home andaway competition which attracts substantial gates.

THE KING'S CUPThis competition is held annually in Thailand with12 other countries participating by invitation.

THE ANNIVERSARY CUPHeld in Indonesia annually, this Cup involvescompetition with the invited teams from10 countries.

THE PRESIDENTS CUPAn annual competition held in the Republic ofKorea and involving seven to ten invited teamsfrom other countries.

THE VICEROY CUPHeld in Hong Kong, the Viceroy Cup involves allthe major clubs in Hong Kong. It takes placeannually, between January and March, and issponsored by British American Tobacco.

CONCACAF

North and Central America and the Caribbean

This confederation has 22 members:*Antigua Honduras* Bahamas JamaicaBarbados MexicoBermuda Neth.AntillesCanada NicaraguaCosta Rica PanamaCuba Puerto RicoDomin. Republic El SalvadorGuatemala SurinamGuyana TrinidadHaiti USA

*FI FA Memberbut notaffiliated to Confederation.

Key tournaments in this confederation are:

THE CONCACAF CHAMPIONSHIPThis championship for national teams takesplace once every four years-the matchesdoubling as qualifying ties for The World Cup.

CONCACAFYOUTHTOURNAMENTA four-yearly tournament, the most recent washeld in Puerto Rico in September October 1976.

THE PAN AMERICAN GAMESA four-yearly regional games. Will be held next inPuerto Rico in 1979, and includes a footballtournament.

THE CENTRAL AMERICAN ANDCARIBBEAN GAMESAlso a four-yearly event, includes a footballtournament.

THE CONCACAF CHAMPIONSHI P OFCHAMPIONSContested annually between the club sides whohave won the league competitions of theirrespective countries.

CONMEBOL

South AmericaThis confederation has 10 members as follows:

Argentina EcuadorBolivia ParaguayBrazil PeruChile UruguayColombia Venezuela

The key tournaments are:

THE SOUTH AMERICAN YOUTHCHAMPIONSHIPSThis event is staged every two years.

COPA AMERICAThe four-yearly South American Championshipfor national teams.

THE ATLANTIC CUPRevived in 1976 after a long lapse, is playedbetween Argentina, Brazil, Paraguay andUruguay It will be a four-yearly event.

COPA L1BERTADORESThe South American club champions tournament.

THE INTER-AMERICAN CUPPlayed between the winners of the CopaLibertadores and the Concacaf Championshipof Champions.

Additionally, many cups are awarded for singleinternational matches, such as:-

THE ROCACUP:Argentina v Brazil

THE L1PTON AND NEWTON CUPS:Argentina v Uruguay

THE BOGADO CUP: Argentina v Paraguay

THE OSWALDO CRUZ CUP: Brazil v Paraguay

THE RIO BRANCOCUP:Brazil v Uruguay

THE ARTIGAS CUP: Paraguay v Uruguay

MaliMauritaniaMauritiusMoroccoNigerNigeria

*Rhodesia1SenegalSierra LeoneSomaliaSudanTanzaniaTogoTunisiaUgandaUpperVoltaZaireZambia

The African Football Confederation

There are 38 members of this Confederation,as follows:

AlgeriaBurundiCameroonCentral AfricaCongoDahomeyEgyptAREthiopiaGabonGambiaGhanaGuineaIvory CoastKenyaLesothoLiberiaLibyaMadagascarMalawi

* FIFA Memberbut notaffil iated to Confederation.1Suspended by FIFA Congress decision (1970).

The key tournaments are:

THE AFRICAN NATIONS CUPThe championship for national teams, heldbi-annually. The finals normally take place inFebruary/March of the relevant year.

THE AFRICAN CHAMPION CLUBS CUPAn annual event for the clubs who won theirnational championships.

THE AFRICAN CUPWINNERS CUPAlso an annual event, for clubs who won theirnational cup (knock-out) competition.

Additionally there are regional tournamentssuch as

THE EAST AND CENTRAL AFRICANCHALLENGE CUP.

Football tournaments are also included in theregional games such as

THE ARABIAN GAMES, THE AFRICAN GAMESand THE MEDITERRANEAN GAMES.

The Oceania Football Confederation

This is the newest and smallest of thecontinental confederations, having only fourmembers:

*AustraliaFijiNew ZealandPapua-New Guinea

* FI FA Member not affiliated to Confederation.

Currently there is no major con.federationtournament for national teams, although the firstOCEANIA YOUTH TOURNAMENT was held in1974, with the plan to repeat it once everyfour years.

THE SOUTH PACI FIC GAMES (once every fouryears) includes a football tournament.

THE PRIME MINISTER'S CUP an invitationaltournament for international club sides,is planned in Australia for 1977.

UEFA

The Union of European Football Associations

This confederation has 34 members, as follows:Albania ItalyAustria Liechtenstein 1

Belgium LuxembourgBulgaria MaltaCyprus NetherlandsCzechoslovakia NorwayDenmark PolandEngland PortugalFinland RumaniaFrance ScotlandGerman DR SpainGermany FR SwedenGreece SwitzerlandHungary TurkeyIceland USSRIreland Rep. WalesIreland (North) Yugoslavia

,Provisional FIFA Member.

Europe is the scene of numerous tournaments.

For national teams:THE EUROPEAN FOOTBALL CHAMPIONSHIP(also referred to as The European Nations Cup).Takes place once every four years, in betweenWorld Cups.

THE UEFA AMATEUR FOOTBALLCHAMPIONSHIPThis takes place every four years.

THE UEFA UNDER-21 CHAMPIONSHIPFor national sides limited to players who fallinto this special age category.

THE UEFA YOUTH TOURNAMENTLimited to players under 18 years of age; thiswill be changed to under 19 to conform to therules of the FIFA World Youth Tournament forthe Coca-Cola Cup

THE HOME INTERNATIONAL CHAMPIONSHIPContested annually between the four BritishFootball Associations-England, NorthernIreland, Scotland and Wales.

THE NORDIC TOURNAMENTIn Scandinavia this takes in results over a periodof 6 years to determine its winner.

TH E BALKAN CU PAn annual event for national teams from thatpart of Europe. There is also a BalkanUnder-23 tournament.

For club teams:THE EUROPEAN CHAMPION CLUBS CUPAn annual event for national club champions.

THE EUROPEAN CUP-WINNERS' CUPContested annually by winners of national cup(knock-out) competitions.

THE UEFACUP (formerlyThe Inter-City Fairs Cup).The third major annual clubs' tournament, fortop clubs who do not qualify in the other two.

THE MITROPA CUPThe annual club championship for CentralEurope.

THE INTERNATIONAL CLUBS' CUPContested between cl ub teams from Switzerland,Italy, France, Germany, Sweden and Denmark,this cup is run in the off-season (summer) monthsfor pools purposes.

THE ANGLO-ITALlAN CUPContested annually between invited club teamsfrom England and Italy. An example of one ofthe many fragmented tournaments which haveappeared recently.

Appendix B

Additional documentation which will follow forcertain specific football programmes.

1. Activity and planning guide for the countryhosting the FIFA World Youth Tournament forThe Coca-Cola Cup.

This will be issued to the relevant Area andRegional offices by November 1976 for the 1977tournament, and with equivalent leadtimes forfuture tournaments.

2. Activity and planning guide for countrieswhose youth teams qualify for the World YouthTournament.

An information and suggestions package willbe issued by the Football Information Centre byNovember 1976 for the 1977 Tournament.

3. Adidas guide and ordering procedures.

4. Sales promotion schemes.

a) Promotion guide on world football star.b) 100 crown-liner suggestions on the

History of Football for World YouthTournament competition.

c) Coaching card visuals and copy.d) Brochure on Youth Training Kit.

Send the completed application form to:

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ReneCourtePublic Relations and Press OfficerFIFAFIFA House11 Hitzigweg8032 Zurich, Switzerland.

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AppendixC

Included in this guide is a sample copy ofFI FA News.This is the official magazine of FI FAand is published monthly in four languages(English, French, Spanish and German).We recommend to regional offices that they takeout a subscription to this magazine. It will updateand add to your information about events andtournaments in every part of the world, and keepyou abreast of every major new development inthe football world.