This is the first time the that the event is being held in Africa. It means so much for the people of this continent. My only regret is I will not be in the pitch to play,' he said.

The company also invited fans to express their optimism and passion for football through active dance celebrations and a promise to award the best player celebration carried out during the tournament.

The promotional campaign also includes a music anthem, global television commercials, an online program, commemorative packaging, besides the trophy tour - which includes every nation in Asia.

At events in each city, fans can have a souvenir photo taken of themselves with the trophy, view a 3-D movie showcasing moments of the FIFA World Cup, participate in interactive displays

For every goal scored during the 2010 FIFA World Cup and celebrated with a dance, Coca-Cola will make an additional donation to the company's 'Water for Schools' effort that helps provide schools access to safe drinking water.

Up-and-coming Somalian hip-hop artist K'Naan has specially recorded an uplifting African-inspired track, a remix of 'Wavin Flag', as the anthem of the FIFA World Cup program, while the soft drinks giant will also produce a 60-minute documentary which investigates the stories behind the world's most famous goal celebrations and catches up with 2010 FIFA World Cup players as they plan their celebrations for the tournament.