The Coca-Cola World Cup Trophy Tour draws to a close in Moscow this week, after being on the road since September. Over the last nine months the trophy has travelled to more than 50 countries, including 25 new markets.

Millions of football fans across the globe got the opportunity to see the trophy and have photos with it. Showing significant growth since the inaugural tour in 2006, where 175,000 fans had their picture taken with the trophy. The growth is largely down to impressive marketing and use of influential social figures to help promote the tour.

Spencer Owen – more commonly known as Spencer FC on social media, was used as the face of the Coca-Cola Trophy Tour. He has a social reach of over 3.5m and resonates with a key demographic for both Coca-Cola and the FIFA World Cup.

Jason Derulo will perform the official World Cup song ‘Colors’ at the closing ceremony of the Trophy Tour in Moscow.