Coca-Cola has announced the eCOPA Coca-Cola, a FIFA 18 Global Series qualifier tournament as part of “The Road to the FIFA eWorld Cup 2018” in August of this year.
Open to all gamers free of charge, the qualifying tournament increases accessibility into FIFA esports and the chance to compete against some of the best players in the world.
The global competition is already underway in France, with players competing to become one of 24 French players to be in the national finals of the first eCOPA Coca-Cola French Championship.
Similar local tournaments have already been launched in Denmark and Norway, and other markets soon to follow, with each national winner of the eCOPA Coca-Cola tournaments competing at the Champions final, with the eventual winner qualifying for the FIFA 18 Global Series Playoffs.
“We have always looked to creating meaningful connections with our consumers around their passions,” explains Alban Dechelotte, Coca-Cola’s senior entertainment marketing manager. “Football and gaming are two passions for which Coca-Cola has been uplifting fans’ experiences for many years. Football is part of the Coke’s DNA – part of how we connect with people.”
This tournament model was tested first amongst United States college students, when Coke Esports partnered with EA Sports to create the first ever eCOPA Coca-Cola tournament to develop grassroots talent.
Brad Ross, Coca-Cola’s director of global football, said, “Fans express their passion for football playing on field, attending in stadiums and watching on TV. This passion with the new generation has evolved into a fourth dimension – playing EA SPORTS FIFA.”
“We are very excited to be working with Coca-Cola within the EA SPORTS FIFA 18 Global Series,” said Brent Koning, EA Sports FIFA competitive gaming commissioner. “This tournament will bring out the best of competition and will be an amazing way for fans to show their passion for FIFA and the sport of football.”
Esports Insider says: Coca-Cola have been involved with esports for a while now, and the eCOPA Coca-Cola shows a higher commitment to developing grassroots esports and providing opportunities to amateur gamers, a positive move far beyond the popular sponsorships we’ve already seen from them.