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Coca-Cola showcased appealling marketing activations to leverage its partnership with the 2010 FIFA World Cup. The Trophy tour and the Celebrations ad are good examples. With the Coca-Cola celebration award recently given to Tshabalala, the Atlanta firm is capitalizing on the World Cup momentum, by adding a strong CSR component and engaging football fans. Another benchmark of how global football brands display their CSR initiatives by leveraging their products and simulteneously activating their marketing rights in the smartest possible way.