Much work had been done in the days before the game to promote friendship between the two sets of supporters, 20 years after the Heysel disaster.

BBC: SPORT | Football | Europe | Trouble mars Juve-Liverpool match

Coke recently rolled out special vending machines in Argentina to promote International Friendship Day.

FORBES: Promoting Wellness vs. Illness: It's All About We vs. I

He aims to promote peace, friendship and free navigation on the river.

BBC: Minister takes the Danube plunge

Although much has changed since 1961, our mission to promote world peace and friendship through service remains the same.

WHITEHOUSE: Commemorating 50 Years of Peace and Friendship Through Service | The White House