UK football fans can win FIFA 2010 World Cup prizes, including match tickets, in return for uploading films of their own goal celebrations, as part of Coca-Cola’s ‘‘What’s Your Celebration’’ promotional campaign.

In addition to the User Generated Content element of the promotion, Coca-Cola and FIFA have created an award to recognise the tournament’s best goal celebration by a footballer or team, with fans voting for their favourite at FIFA.com.

And, for every goal scored during the 2010 FIFA World Cup and celebrated with a dance, Coca-Cola will also fund a new community water initiative to bring safe water to a school on the continent.

A series of UK TV commercials starring Roger Milla, the legendary footballer from Cameroon famed for his iconic celebratory dance during the FIFA World Cup Italia in 1990, will kick off the campaign. In addition, Coca-Cola is also producing a 60 minute documentary honouring the world’s most famous goal celebrations.

At the heart of the campaign will be the FIFA World Cup Trophy Tour by Coca-Cola. This unique and exclusive agreement between The Coca-Cola Company and FIFA sees the real solid-gold trophy embark on a tour of 86 countries in 225 days. It will be coming to London on the March 12 2010.

Film clips received from fans showing their very own goal celebrations will be edited into a continuous loop to create a non-stop celebration that will run throughout the tournament.

Finally, Coca-Cola and FIFA will be showcasing the FIFA World Cup’s most famous player celebrations online. This will allow football fans the chance to see them again and also create their own video compilations which can be shared with friends via social networking sites such as Facebook and YouTube.