COCA-COLA AND THE 2018 FIFA WORLD CUP™ Q&A

REFERENCE ONLY – This internal document is not for distribution to media.

CONTENTS

KEY MESSAGES......................................................................................................2

ABOUT THE CAMPAIGN..........................................................................................3

ABOUT THE 2018 FIFA WORLD CUP™ TROPHY TOUR............................................5

ABOUT MUSIC......................................................................................................12

ABOUT THE VISUAL IDENTITY SYSTEM.................................................................13

ABOUT GAMING & THE EA PARTNERSHIP.............................................................15

GENERAL MESSAGING: SPONSORSHIP AND MAJOR EVENTS................................17

GLOBAL QUESTIONS: HOT TOPICS.......................................................................19

RUSSIA SPECIFIC QUESTIONS..............................................................................22

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KEY MESSAGES

The simple pleasure of drinking a Coca-Cola makes the moment more special.

Coca-Cola is getting fans “Ready For” all of the emotions of the FIFA World Cup™.

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ABOUT THE CAMPAIGN

Q: What is the campaign for the 2018 FIFA World Cup™?

A: For the 2018 FIFA World Cup™ Coca-Cola is getting fans across the world “Ready For” all of the emotions of the tournament. Whether experiencing the elation of watching your team win, or disappointment of seeing your country knocked out of the tournament, Coca-Cola invites you to Taste the Feeling, getting you “Ready For” the emotions of the 2018 FIFA World Cup™ through the simple pleasure of drinking a Coca-Cola.

Q: What is the Taste the Feeling campaign?

A: Taste the Feeling is the Core Creative Idea behind the Coca-Cola campaign. Taste the Feeling celebrates the way in which drinking a Coca-Cola makes a moment even more special. The campaign will encourage fans to make the feelings experienced throughout the tournament - happy, sad or otherwise - more meaningful with the enjoyment of a Coca-Cola.

Q: How can fans get involved?

A: The campaign will help start millions of conversations between fans of the 2018 FIFA World Cup™ about their unique ways of enjoying their experiences of this global event. For many fans, these stories will be about their experience of watching the 2018 FIFA World Cup™

Q: How long will the campaign last?

A: Unlike most traditional campaigns that focus exclusively on the five weeks of the 2018 FIFA World Cup™, Coca-Cola will leverage a suite of integrated initiatives spanning multiple months before, during and after the tournament.

Q. What are the specific elements of the campaign?

A: All campaign elements will work in unison to motivate fans of the World Cup to reach for a Coca-Cola, this includes TV, Shopper, Digital, Gaming, Experiential, Music and more.

TV – a collection of FIFA World Cup™ inspired TVC’s will be available globally, celebrating FIFA World Cup™ moments both on and off the pitch helping the world get #ReadyFor the tournament. See relevant factsheet for additional information.

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Shopper – to directly engage with consumers in a retail environment an extensive shopper marketing program featuring the new FIFA World Cup™ Visual Identity System will be brought to life globally with key partners.

Digital – a wide range of digital activations will engage consumers through social channels in the run up to and during the tournament. From posts on owned social channels to reactive ‘real time’ opportunities during the FIFA World Cup™ , we will give fans multiple opportunities to engage with the campaign.

Gaming – through a ground-breaking partnership with EA Sports FIFA 18, Coca-Cola will engage fans directly by playing a key role within the games “Journey” mode featuring Alex Hunter. Beyond this in-game integration, Coca-Cola will also host gaming tournaments and deliver retail promotions.

Experiential – for the fourth time, Coca-Cola will be presenting partner of the FIFA World Cup™ Trophy Tour. This year the Trophy will travel to 50 countries – 24 of which have never been visited before – along a nine month journey across the globe. This unforgettable experience will allow fans around the world to get #ReadyFor the tournament in Russia.

Music – to celebrate the 2018 FIFA World Cup™, Coca-Cola will be partnering with a global music artist to create a music anthem. In certain markets, our global star will collaborate with market artists to create localised tracks.

In addition to all the above, further opportunities including flagbearers, coin-toss and consumer ticket giveaways will be activated on a market specific level

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ABOUT THE 2018 FIFA WORLD CUP™ TROPHY TOU R BY COCA-COLA

The FIFA World Cup™ Trophy Tour by Coca-Cola is visiting 51 countries including hosts Russia, appearing in 91 global cities along the way, across 6 continents.

Q: What is the FIFA World Cup™ Trophy Tour by Coca-Cola?

A: The FIFA World Cup™ Trophy Tour by Coca-Cola is an exhibition of the real, one-of-a-kind, solid-gold FIFA World Cup Original Trophy. The event will allow over a million fans to enjoy a rare, close-up view of world football’s greatest prize.

Q. How long will the FIFA World Cup™ Trophy Tour by Coca-Cola last and when is it taking place?

A. The FIFA World Cup™ Trophy Tour will last a total of 220 days, split into three phases:

The tour kicked off in Russia on 4th September with an official launch ceremony in Moscow

The global phase will last 97 days, starting on 25th January 2018 in Bangkok, Thailand

Finally the Trophy will return to Russia on 1st May for the final leg. The Tour will officially finish on 7th June.

Q: Was the FIFA World Cup™ Trophy Tour by Coca-Cola ever held in Russia before?

A: The FIFA World Cup™ Trophy Tour by Coca- Cola has visited Moscow and St. Petersburg in Russia during previous tours. The 2018 FIFA World Cup is being hosted in Russia for the first time, which is why the domestic tour will visit 24 Russian cities and come within one hour’s drive of 40 million people.

Q. Has the Trophy ever been on a global journey?

A: Yes, Coca-Cola has partnered with FIFA on three previous global FIFA World Cup™ Trophy Tours™ held in 2006, 2010 and 2014.

Q. What were the criteria for choosing the cities along the route?

A: The aim of the Trophy Tour is to get the world ready to taste the feeling of the 2018 FIFA World Cup. Coca-Cola aims to visit all 211 members of FIFA between 2006 and 2030 (during five FIFA World Cup Trophy Tours by Coca-Cola). In 2018, the tour will be visiting 24 football federations that

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have never visited before. Additional countries were added due to their passion for football and the FIFA World Cup.

Q. How will the public be able to view the FIFA World Cup Original Trophy when it comes to their city?

A: Everyone will have access to a special pavilion where the Trophy will be presented. Free tickets to view the FIFA World Cup Original Trophy generally will be made available to consumers at the pavilion sites in the route cities and distributed through the Coca-Cola local partners. Also, there will be organized community visits of the Trophy to youth sports institutions, e.g. youth sports schools or football academies.

MARKETS TO INSERT SPECIFIC DETAILS

Q. What can spectators expect when they come to the event?

A: At the events where the Trophy will be presented, various activities for the visitors will be held, including performance of the mascot, interactive entertainment and an innovative and unforgettable Trophy Experience. We believe fans will long remember this unique experience with the Trophy.

Q: Will the events be equipped for people with disabilities?

A: Yes, it will be fully inclusive.

Q. Will people be allowed to actually touch and hold the FIFA World Cup Original Trophy?

A: As one of the most recognized sports symbols in the world and a priceless icon, the FIFA World Cup Original Trophy can only be touched and held by a very select group of people that include former winners of the FIFA World Cup™ and Heads of State. Due to these rules, fans will be able to see the FIFA World Cup Original Trophy up close and, in many cases, even have their photo taken with it, but they will not be able to touch the Trophy.

Q: What are the benefits of the Trophy visiting various cities?

A: The FIFA World Cup™ Trophy Tour by Coca-Cola creates a unique opportunity for people to personally experience the FIFA World Cup

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Original Trophy and generates excitement and enthusiasm for the 2018 FIFA World Cup™ matches that are coming to Russia in 2018.

Q. Why is Coca-Cola sponsoring a tour of the FIFA World Cup Original Trophy?

A: Coca-Cola shares the passion fans around the world have for football. The FIFA World Cup™ Trophy Tour by Coca-Cola is a unique way for fans to see football’s most coveted prize up close, adding to the excitement and anticipation of football’s largest spectacle, the FIFA World Cup™.

The FIFA World Cup™ Trophy Tour by Coca-Cola will give millions of people around the world the opportunity to get ready to taste the feeling of the world’s largest, most anticipated sporting event – the 2018 FIFA World Cup™. This is an extraordinary opportunity for people to take in a piece of football history and share their passion for the sport with each other.

Q. How much did Coca-Cola pay FIFA to take the FIFA World Cup Original Trophy on this tour?

A: For business reasons, we do not discuss our investments in sports sponsorships, which would include this Trophy Tour event.

Q. How will the Trophy travel from city to city?

A: The FIFA World Cup Original Trophy will be flown from country to country and, in some long distance cases, from city to city on a specially chartered Coca-Cola plane. For shorter distances from city to city, it will travel by the most efficient logistical type of transportation, including bus, train and motor vehicles.

Q. Are you concerned that the Trophy will be damaged or stolen during the tour?

A: No. Appropriate levels of safety and security are always in place to protect the most-coveted prize in football, as well as the fans that come to view it.

Q. What kind of security measures will you have to protect the Trophy? Will there be armed guards?

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A: For security reasons, details of protective measures cannot be divulged, but you can be assured that the highest level of security will be in place to protect the FIFA World Cup Original Trophy, as it always is.

Q. Is this the actual Trophy given to the team winning the FIFA World Cup™? What about the Trophy replicas that are given to the winning nations or have been taken on smaller exhibition tours previously?

A: The authentic, one-and-only, solid-gold FIFA World Cup Original Trophy is what fans are being invited to see during the fourth global FIFA World Cup™ Trophy Tour by Coca-Cola. It is the same Trophy presented by FIFA to the country winning the FIFA World Cup™.

Because regulations state that the FIFA World Cup Original Trophy must remain in FIFA's possession and cannot be won outright, the team winning the FIFA World Cup™ retains the authentic Trophy temporarily and is then permanently awarded a gold-plated replica engraved with the year, host country and winner of the event.

The winning team is temporarily presented the authentic, solid-gold FIFA World Cup Original Trophy after its FIFA World Cup™ title. The solid-gold Trophy then is returned to FIFA.

TROPHY TOUR QUESTIONS: HOT TOPICS

Q: Why are you going to [XXX] when that country has such a poor record on [human rights, workplace conditions, free speech, freedom of the press, LGBT rights, oppression of religious or ethnic groups, etc., etc.]?

A: We believe events such as the FIFA World Cup Trophy Tour by Coca-Cola can serve as a force for good that unite people through a common interest in football, and we have seen first-hand the positive impact such games leave for host communities.

As a business, it is our role and our responsibility to ensure that we embrace human rights practices in our own workplaces. It is also appropriate for us to help foster diversity, tolerance, unity and respect among all people. If pressed:

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We are a non-political organization and we are focused on the joy we believe the FWCTT can bring to people at every step along the route.

Q: Are US relations with Russia creating any problems for your planned activities for the FWCTT or FWC?

A: No. The FWCTT is intended to be as a non-political force for good that unites people through a common interest in football, and we have seen firsthand the positive impact such games leave for host communities.

Q: Are US sanctions against certain Russians causing problems for you? Are you concerned about increased sanctions or a deteriorating relationship?

A: No. The FWCTT is a non-political event intended to unite people through a common interest in football.

Q: Are you concerned with political or human rights protests along the FWCTT route?

A: The FIFA World Cup Trophy Tour by Coca-Cola is a celebration of football and an opportunity for football fans to experience firsthand the excitement of the world’s most popular sport. We have encountered that spirit and that enthusiasm everywhere we have taken the FIFA World Cup Original Trophy, and we fully expect the same kind of reception from football fans across Russia.

Q: Why isn’t the FIFA World Cup Original Trophy visiting Crimea? Or Chechnya?

A: We would like to be able to bring the Trophy to as many people as possible, and that is why FIFA and Coca-Cola have planned an extensive tour of 24 Russian cities as well as cities in more than 50 other countries globally during this unprecedented 9-month journey. Unfortunately, we cannot stop in every city in every country but we know we will reach millions of football fans along the route we have planned.

Q: Why aren’t you taking the FWCTT to [XXX – non controversial location]?

A: We are visiting more than 24 Russian cities and more than 50 countries spanning six continents during this unprecedented 9-month journey. Unfortunately, we cannot stop in every city in every country but we know we will reach millions of football fans along the route we have planned.

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Q: Why are you going to Israel before Palestine?

A: The schedule was determined largely by the most logical route to circumnavigate the world with stops in more than 50 countries, combined with the logistics for traveling from one country to another, availability of participants, and staffing needs. We are a non-political organization and we do not favor or have any preference for any particular country.

Q: Why are you in Palestine longer than you are in Israel?

A: Each of the local markets determined the length of stay for itself. Each market is unique and made its decisions based on its assessment of the interests and expectations of the local community.

Q: Are you concerned about Qatar’s current relationship with other Arab nations and the impact that may have on the FWCTT?

A: We believe events such as the FIFA World Cup Trophy Tour by Coca-Cola can serve as a force for good that unite people through a common interest in football, and we have seen firsthand the positive impact such games leave for host communities.

If pressed:

We are a non-political organization and do not take positions on matters such as this.

Q: Are there any countries you would not consider taking the FWCTT?

A: Our local business operations decide whether they want to bring the FWCTT to their locations, and we operate in nearly every country and territory in the world. Of course, we will do so only in accordance with an U.S. laws or regulations.

Q: Why isn’t the FWCTT going to [Cuba, North Korea, Iran]?

A: Due to U.S. sanctions, we cannot take the FWCTT to [Cuba, North Korea, Iran].

Q: Why did Russia’s President Putin attend the launch ceremony for the FWCTT? Are you concerned about the political statement this made?

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A: We know the people of Russia are very proud to be hosting the FWC next year and we were pleased to have both Russian President Vladimir Putin and FIFA President Gianni Infantino with us for the launch of the FWCTT in Russia.

If pressed on whether this is a political statement:

We believe events such as the FIFA World Cup Trophy Tour can serve as a force for good that unites people through a common interest in football. The Coca-Cola Company is a non-political organization and we are focused on the joy we believe the FWCTT can bring to people at every step along the route.

Q: Why did the Chairman and CEO of Coca-Cola not attend? Is that because as an American country you are making a statement about Russia?

A: We were pleased to have Nikos Koumettis represent The Coca-Cola Company at the launch of the FWCTT in Russia. He is a great ambassador for our company and knows our local business well.

If pressed on why James Quincey did not attend:

Our executives are not always able to attend every event we plan, but they have great confidence in Nikos and know that he always represents the company well.

Q: By going to Qatar, aren’t you taking a blind eye to the human rights abuses and workplace conditions that are pervasive there?

A: The Coca-Cola Company does not condone human rights abuses anywhere in the world. We know FIFA is working with Qatari authorities to address questions regarding specific labor and human rights issues.

To that end, the organizing committee for the FIFA World Cup in Qatar signed a Memorandum of Understanding with the Building and Wood Workers’ International union outlining their collaboration on joint inspections on construction sites, training and a review of existing grievance mechanisms.

We expect FIFA to continue taking these matters seriously and to work toward further progress.

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ABOUT MUSIC

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ABOUT THE VISUAL IDENTITY SYSTEM

The Coca-Cola Company (TCCC) have developed exciting visual elements specifically for the 2018 FIFA World Cup™ Visual Identity System (VIS).

Q: What is a VIS?

A: A VIS is the look and feel of a campaign and it is developed in order to create a consistent ‘visual voice’. It can link together all aspects of an activation from packaging, digital/social, Out of Home and Point of Sale. See relevant factsheet for additional information.

Q: What are the key elements of the VIS?

A: The VIS will be brought to life on the packaging with the Coca-Cola Football front and centre as the eye-catching hero graphic. As a key part of the VIS, the new Coca-Cola Football has been developed specifically for the 2018 FIFA World Cup™ but will be used across other Coca-Cola Football related initiatives.

Q: Where will the VIS appear?

A: The VIS will be used across all activation areas of the 2018 FIFA World Cup™ Program including packaging, digital/social, OOH, POS and special licensed products. Coca-Cola have developed the VIS system to evolve throughout the campaign, allowing markets to adapt their plans and create locally relevant assets.

Q: What colors make up the VIS?

A: The VIS will follow the renowned Coca-Cola color palette: red, white and black, ensuring Coca-Cola continues to stand out from the crowd. There are also two new, flexible elements which markets can incorporate:

o Gold can be used to represent the Trophy Touro Country specific colors can be added to the Coca-Cola Football, or

as face paint in photography

Q: Will there be a separate VIS for the Trophy Tour?

A: Yes, Coca-Cola have also unveiled a new VIS which is specific to the 2018 FIFA World Cup™ Trophy Tour – the two main distinctions from the main VIS are the lock up signature and the use of gold as a highlight color for Trophy Tour.

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Q: Who was involved in the development of the VIS?

A: The creation of the VIS was led by Coca-Cola Global Design in partnership with KenyonWeston (lead agency from London), and Ermoalev Bureau (a Russian typography agency from Moscow)

ABOUT GAMING & THE EA PARTNERSHIP

Q: Why is Coca-Cola partnering with EA?

A: Coca-Cola is tapping into the passions of a new generation of Coca-Cola drinkers through one of their biggest passions – gaming. FIFA 18 is one of the most anticipated releases of 2017 and Coca-Cola are excited to unveil an exciting innovation within the game.

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Q: How and where will Coca-Cola appear during FIFA 18?

A: Coca-Cola will feature in EA’s flagship game mode “The Journey”, when FIFA 18 launches on September 29th. The FIFA 18 “Journey” gives gamers the opportunity to experience life as emerging soccer star, Alex Hunter. As part of the partnership, Coca-Cola has been woven into the game’s narrative, with an ad spot, product placement and Hunter signing a sponsorship deal with Coca-Cola.

Q: Is this a true ‘first’ for Coca-Cola?

A: Yes, for the first time in history Coca-Cola will feature in EA’s flagship game mode “The Journey”. Alex Hunter is also the brand’s first ever virtual athlete.

Q: What is the inspiration behind the in-game ad?

A: The ad spot nods to the classic 1979 ad, ‘Mean Joe Green’, in which NFL star Joe Green is given a bottle of Coca-Cola from a fan after a tough game. During “The Journey” in FIFA 18 Alex Hunter is approached by a fan in the stadium tunnel and offered an ice cold can of Coca-Cola Zero after a leaving the soccer pitch.

Q: Is Coca-Cola working with any ambassadors as part of the partnership?

A: In another first, Coca-Cola has signed a virtual ambassador. Alex Hunter, the character at the center of “The Journey”, will sign a sponsorship deal with Coca-Cola during game play, as part of his rise through the ranks of the soccer world.

Q: How long has Coca-Cola been working with EA for?

A: Coca-Cola and EA first partnered for the 1998 FIFA World Cup™ in France.

Q. Will the partnership extend beyond FIFA 18?

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A: Coca-Cola will extend the partnership with EA FIFA 18 at a local level by hosting gaming tournaments and delivering retail promotions. To amplify the partnership, Coca-Cola is working with Spencer FC, one of the biggest football social influencers. Spencer FC will embark on a tour of the US with Coca-Cola, as well as taking part in a FIFA Interactive World Cup, joining part of the FIFA World Cup™ Trophy Tour and attending the 2018 FIFA World Cup™ itself.

GENERAL MESSAGING: SPONSORSHIP AND MAJOR EVENTS

Q: Why do you sponsor sporting events, or events that celebrate sports?

A: Great moments in sports history have inspired action and change in people’s lives. The day we understood their capacity to inspire millions of

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people was the day we decided to sponsor the Olympic Games, the UEFA EURO Championship European Cup, Wimbledon and the FIFA World Cup™.

The Coca-Cola Company is one of the longest-standing corporate partners of FIFA. The formal partnership began in 1976 but Coca-Cola has had stadium advertising at every FIFA World Cup™ since 1950 and football imagery has been found in advertisements dating back to 1917.

Our sponsorships highlight our commitment to making a positive difference in all the communities we serve. We care about people's well-being and want to make a positive difference in their lives, both physically and emotionally. We also aspire to help people lead active healthy lifestyles through the beverage options we produce, the nutritional information we provide and our support of programs that encourage active, healthy living. We are one of the world’s largest sports sponsors with our sponsorships ranging from top athletes to grassroots sports movements. We are also the longest, continuous standing partner of one of the largest sports’ platforms in the world, the Olympic Games -- proof of our commitment to using the power of our brands to encourage more people to become active through sport.

Q: You say your product advertising does not target children under the age of 12, but what about sporting events?

A: The Coca-Cola Company takes seriously its commitment to market responsibly across the globe, across all advertising media, and across all of our beverages. We have been a leader in the area of Responsible Marketing, particularly with regard to responsible marketing practices when children under 12 are present. Our worldwide Responsible Marketing Policy states that we do not target any of our marketing messages on television, radio, internet, mobile phone and product placement mediums where children under 12 make up more than 35 percent of the audience.

Q: Do you sponsor a larger number of events to attract more customers and increase sales?

A: We sponsor sporting events because we are committed to using our marketing expertise, the appeal of our brands and our scale to make a lasting, positive difference in the communities we serve. We aspire to help people lead active, healthy lifestyles through the beverage options we produce, the nutritional information we provide and our support of programs that encourage active, healthy living. These events provide opportunities for us to expose a large number of consumers to our brands and the lasting, positive difference we make in their community and communities around the world.

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Q: How much is Coca-Cola spending on this campaign? 

A: We never disclose our marketing spends.

GLOBAL QUESTIONS: HOT TOPICS

Q: What is your reaction to the recent Human Rights Watch report on labor allegations related to the FWC in Russia?

A: While we acknowledge and appreciate the many steps FIFA has taken to address these challenges, it is clear that much more needs to be done to

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protect and respect human rights both on and off the field of play.

Human Rights Watch has made several appropriate recommendations, such as broadening the monitoring efforts beyond stadiums construction sites, implementing unannounced inspections, providing workers with fair and effective grievance processes and demonstrating greater transparency.

Like football fans everywhere, we want to see FIFA succeed, and we look forward to our continued collaboration with FIFA, NGOs and others to advance human rights in the world of football.

Q: Have you asked FIFA or the LOC to take action related to the allegations about construction deaths, missing North Koreans, non-payment to workers, and lack of transparency during audits?

A: We have had ongoing discussions with FIFA about our expectations for respecting human rights throughout the world of football, including discussions specifically about Russia. We also sit on FIFA’s Human Rights Advisory Board and have raised our concern for human rights through that Board. We are not involved in FIFA’s day-to-day operations, and therefore any specific allegations or concerns should be directed to FIFA or to the LOC.

Q: Coca-Cola claims to promote inclusiveness, so are you concerned about discrimination, racism, and violence against any groups of people, including the LGBT community, during the FWCTT or FWC? What precautions are being taken to ensure there is no violence or discrimination against these groups?

A: The Coca-Cola Company strives for diversity, inclusion and equality in our business, and we support these rights throughout society as well. We are ensuring that our FWCTT team members are fully aware of our expectations.

Questions about policies and precautions being taken to address these concerns during the FWC should be directed to FIFA or the LOC.  

If pressed about the precautions we are taking:

We do not discuss security matters publicly.

Q: Is Coca-Cola turning a blind eye to corruption allegations and human rights abuses because it only cares about selling Coca-

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Cola?

A: No. The Coca-Cola Company has a deep commitment to human rights. All of our associates are expected to comply with our Human Rights Policy, which outlines our expectations regarding respect for human rights, labor practices, diversity, workplace safety and other topics. Employees also must abide by our Code of Business Conduct, which requires compliance with our high standards for ethics and integrity.

We have been very clear with FIFA over the past couple of years about our expectations for them to fully incorporate human rights into their operations. While there is still much more work to be done, we are encouraged by the progress they are making.

Q: Are you satisfied with the progress FIFA has made in terms of human rights and anti-corruption?

A: We are encouraged by the positive steps FIFA has taken, however, there is still more work to be done and we expect FIFA to continue its progress toward implementing respect for human rights throughout football.

Q: Are you concerned about constraints being put on journalists and NGOs ahead of the FWCTT and FWC? Have you spoken to FIFA or the LOC about this?

A: We have always supported a free press and freedom of speech, and we expect FIFA and the LOC to ensure that these rights are respected and protected during the FWCTT and the FWC.

Q: Do you support FIFA’s decision to host the 2022 FWC in Qatar?

A: As a sponsor, we do not have any role in selecting the host locations for the FWC. That said, we do believe events such as the FIFA World Cup can serve as a force for good that unites people through a common interest in football, and we have seen firsthand the positive impact such games leave for host communities.

Q: Do you consider Crimea as part of Russia?

A: That is a matter for the governments to assess. As a business organization, The Coca-Cola Company is apolitical.

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RUSSIA SPECIFIC QUESTIONS

Q: What is the connection between the Official Trophy Tour in Russia and the international one?

A: The FIFA World Cup Trophy Tour by Coca-Cola is one tour. The tour will start and end in Russia, but will leave Russia and circle the globe from January until the end of April 2018.

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Q: Why was it decided that the FIFA World Cup™ Trophy start takes place at the Luzhniki Stadium?

A: The Luzhniki Stadium is a very iconic place in the sport history of Russia. A lot of sporting events of world significance happened here. The FIFA World Cup™ opening and final matches will be played in this venue for the first time in 2018. It’s very symbolic that the start of the Tour takes place in the same venue, where on July 15, 2018 the Official Trophy will be handed over to the winners of the of the 2018 FIFA World Cup™.

Q: Will there be any additional events in the (Russian) cities hosting the Trophy Tour?

A: In some of the cities on the route, the Trophy will spend a few days. During this time the Official Arrival Ceremony of the Trophy will take place, as well as special visits of the Trophy to socially important locations and sports institutions of the cities (e.g. to youth sports schools). A range of activities for the media, for Coca-Cola Russia employees and partners of the company will also take place.

Q: What kind of benefits will the Trophy Tour bring to the FIFA World Cup™ Host Cities, based on previous experience?

A: FIFA World Cup™ Trophy Tour by Coca-Cola creates a unique opportunity for people to personally experience the FIFA World Cup Trophy and generates excitement and enthusiasm for the 2018 FIFA World Cup™ matches that are coming to Russia in 2018.

Q: Will there be some other activities planned in Russian FIFA World Cup™ Trophy Tour cities in addition to the exposition pavilion?

A: Yes, the Trophy will be present at all official events in the route city – the Official Arriving Ceremony, press conference, visits to offices of the largest media and others. It will visit Coca-Cola’s partners’ and clients’ offices. In addition, the Official trophy will visit socially important and sports institutions, e.g. youth sports schools or football academies.

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Q: How many people will have an opportunity to see the FIFA World Cup™ Trophy during the domestic (Russia) Tour?

A: The total number of people who live within one hour of the FIFA World Cup™ Trophy Tour route is over 40 million. One in three Russians will have the opportunity to see the Trophy.

Q: How many people can physically visit the FIFA World Cup™ Trophy Tour Experience?

A: We are expecting that the FIFA World Cup™ Trophy Tour Experience will be visited by 400 000 people in 24 cities of Russia.

RUSSIA SPECIFIC QUESTIONS: HOT TOPICS

Q: Why does Coca-Cola Russia support Russian national football team, taking into account its weak performances?

A: We believe in the future of Russian Football and we want to support the ambitions of the Russian National Football Team. It is remarkable that Russia is hosting FIFA World Cup™, and the Russian national football team will have an opportunity to be part of this historical football event in the country.

Q: How was the selection process of the Russian Trophy Tour Host Cities organized?

A: We did our best to ensure that as many people as possible could see the FIFA World Cup™ Trophy. FIFA and Coca-Cola Russia jointly worked on the selection of cities that are conveniently situated and equidistant from a large number of populated localities and where we have support of our local offices. We calculated that one out of every three Russian citizens would have an opportunity to see the Trophy. More than 40 million people live within one hour journey of the Official Trophy Tour route in Russia.

Especially important is the fact that, thanks to Coca-Cola, the Original Trophy will come even to the cities not hosting the FIFA World Cup 2018™, for instance, to Krasnoyarsk in Siberia and Vladivostok in the Far East. Thus, bringing more citizens of Russia closer to the FIFA World Cup™.

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Q: While organizing the Trophy Tour, how do you establish relationships with the government departments, including in regions that the Original Trophy will be brought to? Coca-Cola is an American Brand – isn’t it an issue or a barrier while negotiating with Russian officials?

A: Coca-Cola has been a local player in the Russian market since the 1990s. The Coca-Cola Russia System currently operates 10 plants producing beverages and juices throughout the country, buys and sources raw materials and ingredients from local Russian suppliers, employs 10 thousand Russians and pays taxes to the regional budget.

Coca-Cola Russia has been supporting football in Russia, both on federal and on regional levels, for more than 20 years now. We are the official partner of the Russian national football team and one of the organising parties of the “Leather Ball – Coca-Cola Cup” youth football tournament, which is held in all the eight federal districts of the Russian Federation. Our goal is to make football an accessible and open sport for everyone!

If pressed on US/Russia relations:

The Coca-Cola Company is a business entity, and as such we are apolitical and non-partisan. We operate in full compliance with all national and international laws and regulations.

Q: What do you think about the allegations about doping in Russian sports?

[Refer all the questions about the doping to the IOC and FIFA]

Q: You invited Mr. Vitaly Mutko to your announcement event. Does that mean you are not concerned about or don’t believe the allegations connecting him to the doping scandal at the Sochi Olympics or the bribery reports during FIFA’s bidding process for the 2018 FIFA World Cup?

A: Mr. Mutko is the deputy prime minister of the host country for the 2018 FIFA World Cup as well as head of the Local Organizing Committee for the 2018 FIFA World Cup, and therefore it is appropriate for him to participate in our 2018 FIFA World Cup Trophy Tour events.

If pressed:

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Any questions regarding the doping or corruptions allegations should be directed to FIFA.

Q. Why does Coca-Cola support inclusivity in football?

A: Coca-Cola believes football can make a positive difference in people’s life. Football is a game that can bring people together and overcome social barriers. That is why Coca-Cola, as the Official Partner of the 2018 FIFA World Cup™, contributes to the development of football for ALL in Russia and all over the world.

Q: How does Coca-Cola support inclusivity in football?

A: The Coca-Cola Company is the Founding Partner and has been a Global Sponsor of Special Olympics since 1968. Special Olympics is a year-long sports program for children and adults with intellectual disabilities. The Coca-Cola Company and the Special Olympics share the same commitment to creating happiness as well as an unwavering belief in social inclusion.

Since 2015, Coca-Cola System in Russia has supported futsal and unified football within the framework of the National Championship of the Special Olympics. Special Olympics Unified Sports joins people with and without intellectual disabilities on the same team. It was inspired by a simple principle: training together and playing together is a quick path to friendship and understanding.

Q: How is Coca-Cola associated with Leather Ball Youth Grassroots Football Tournament

A: Coca-Cola has been the partner of the Leather Ball competition since 2009. Over 700,000 young football players, both boys and girls, annually participate in the competition.

The Coca-Cola System in Russia sees the development and support of grassroots youth football as one of its priorities. We really hope that next year the number of participants of the Leather Ball will increase even more with Russia hosting the FIFA World Cup.

As the longstanding FIFA partner, we have prepared a prize for the team, which won in the 53rd season of the tournament. It is going to become part of FWC organization and will be performing as ball boys at the final match!

The winners of regional competitions in 11 host cities will also get a chance to become ball boys during the FWC matches in those cities. Boys

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from 24 cities will join the FIFA World Cup TrophyTM Tour kick-off event as Russian route cities representatives.

Q: Why is the FIFA World Cup Trophy Tour kick-off event taking place at the Luzhniki stadium?

A: The journey of the football symbol will begin at the largest football arena in Russia – renovated Luzhniki Stadium, which will host the 2018 FIFA World Cup™ opening and final matches and where the Trophy will be awarded to the 2018 FIFA World Cup™ champion.

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