The tradition continues – Coca-Cola again pledges its support of Youth Rugby

For the past 26 years the month of July has become synonymous with Coca-Cola Youth Rugby and 2011 will be no different.

Coca-Cola South Africa announced that the global soft drink giant will continue to support the    Coca-Cola  Under 13, Coca-Cola Under 16 Grant Khomo and the prestigious Coca-Cola Under 18 Craven Weeks in 2011.  This year will see the inclusion of the Coca-Cola Academy Week for the first time

Coca-Cola’s continued support has come at a crucial time: “2011 is an important year in Rugby with the IRB World Cup happening in a couple of month’s time.  What this event always highlights is the need for South Africa to have a strong development programme in place to build for the future and Coca-Cola is proud to be the brand to make this happen. The Coca-Cola Youth Weeks are where players begin their quest in tackling the future,” said Zayd Abrahams, Head of Sparkling Beverages for Coca-Cola South Africa.

Abrahams continues:  “It has long been the belief of The Coca-Cola Company that, while we sponsor sporting codes at the highest level, we should complement this by making a direct contribution towards strengthening sport at the broader level.  After all, without a strong development programme in place a sport cannot compete successfully on the International stage.”

“For Coca-Cola the Youth Weeks are also aimed at promoting on-going youth development through encouraging young people to live an active healthy lifestyle and to live for a difference,” said Abrahams.

The Youth Weeks commence on 26 June with the Coca-Cola Academy (University of Johannesburg’s Athletic Stadium) and Coca-Cola Under 13 (Pretoria) Weeks.  The Under 16 Coca-Cola Grant Khomo Week takes place from 3 to 7 July in Queenstown culminating in the pinnacle tournament, the Under 18 Coca-Cola Craven Week, between 10 and 16 July at the Griqualand West Stadium in Kimberley.

This tournament is the hunting ground for talent scouts trying to find the best new players for their Provinces.  For the players this is the opportunity to further their careers.

The Rugby fans that cannot make it to Kimberley can see all the Under 18 Coca-Cola Craven Week action live on SuperSport who will be covering the games for the duration of the tournament.

Through Coca-Cola’s hydration beverage, Powerade, there will be a ‘Powerade Chosen One of the Match’ award handed out to the top player of each match in all tournaments.  This will be extended in the Under 18 Coca-Cola Craven Week to include a ‘Powerade Chosen One of the Day’ award handed out to the one player that shows exceptional excellence each day.  This does not necessary have to be the best player but can also include the player that has improved the most from the previous day.

Coca-Cola further recognises the personality profile and talent needed to be a team captain and will be staging a ‘Captains Hour’ where captains will be invited to meet up with a past Springbok captain.  Again this will take place across all Youth Weeks.

“The Coca-Cola Youth Weeks give players the platform to create spectacular magic on the field, let the sparks fly and just let their passion and enjoyment for the game be their ruler and all else will slot into place.  These players will be the next generation of Rugby heroes. Greatness beckons!” concludes Abrahams.

The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, the Company’s portfolio features 14 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply and Georgia. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at