The FIFA World Cup is Coca-Cola’s biggest stage. The brand has had stadium advertising at every World Cup since 1950. Its partnership FIFA dates back to 1974, and it has served as an official sponsor of the tournament since 1978.
This year, with the largest-ever World Cup coming to North America in June, the stakes are even higher. Six billion people are projected to watch the tournament, which kicks off June 11, with a further 5 million attending in person at stadiums across cities including New York, Texas, Mexico City, and Toronto. Coca-Cola is activating in 180 markets.
“The World Cup is by far the largest marketing campaign that we do,” Arnab Roy, global president of Coca-Cola Trademark, told ADWEEK.
