As we count down to FIFA World Cup 2026, Coca-Cola and its partners are not just preparing for a tournament—they’re preparing for a cultural phenomenon. With 104 matches across 16 host cities in the U.S., Mexico, and Canada, this World Cup will be the largest ever staged. But as highlighted in a recent conversation with leaders from Coca-Cola, FIFA, and Telemundo, it’s clear this moment is about far more than just football.

Coca-Cola, a long-time partner of FIFA, is going all in. As Stephanie Eaddy, Cultural Marketing Lead for Coca-Cola, emphasized, this isn’t about logos on the sidelines. It’s about building rituals, igniting emotional connections, and showing up in ways only Coke can.

The FIFA Trophy Tour, developed in partnership with FIFA, is one of their most iconic activations. “We take the trophy on its own private plane to 17+ markets,” Stephanie explained. “Fans can drink Coke, win prizes, and take a photo with the trophy—a trophy only champions and heads of state get close to.”

But the magic goes beyond photo ops. Coca-Cola uses this moment to build brand equity, drive sales, and—critically—capture first-party data to inform future campaigns. “We don’t just show up for four weeks every four years,” Stephanie said. “We’re creating an always-on soccer strategy.”

Coca-Cola’s optimism is rooted in a growing trend: soccer is booming in the U.S., especially among youth and Latino audiences. As Stephanie put it: “2026 is the moment when football will finally be taken seriously in the U.S.—not as a second-tier sport, but as a dominant cultural force.”

With 40% of high school soccer players identifying as Latino, and 54% of Latino fans more likely to buy from brands that support their teams, Coca-Cola sees this moment as a chance to connect authentically—and inclusively.

Coca-Cola’s strength lies in its ability to build global ideas that feel personal, local, and authentic. As Stephanie shared: “We don’t just create one spot. We build a visual identity system that lets every nation’s fans see themselves in our message.”

That flexibility is vital in a market as diverse as the U.S., where fandom is often rooted in family, heritage, and culture—not geography. Whether it’s Dominicans cheering for Argentina or second-gen Colombians shouting for Los Cafeteros, Coca-Cola is ready to meet fans where they are.

FROM BROADCAST TO BELONGING: TELEMUNDO’S STRATEGY

Miguel Gurwitz, Emmy Award-Winning Sports Commentator, Soccer Analyst and NFL Play-by-Play broadcaster, Telemundo Deportes, doubled down on the idea that this is more than sports. “It’s not a sporting event. It’s a family event.”

Telemundo’s commitment is total. From linear TV to streaming on Peacock, to their nightly show El Pelotazo, the network is investing in round-the-clock, culturally relevant content that speaks to all nationalities within the U.S.—not just the most popular ones.

“When Colombia plays, we bring in Colombian legends. When Peru plays, we celebrate Peruvian icons. Everyone deserves a voice,” said Miguel.

FIFA’S ROLE: SCALE AND LEGACY

From FIFA’s perspective, the 2026 World Cup is about more than spectacle. Marco Nazzari, Director of Marketing, Brand & Business Intelligence at FIFA, emphasized that FIFA is a non-profit organization, and 75% of football federations around the world depend on FIFA funding. That’s why creating legacy matters.

FIFA’s 2025 Club World Cup will be the dress rehearsal for 2026—a massive, 32-club tournament beginning in Miami and ending in New York. But Marco’s team is already looking ahead to 2031, aiming to elevate the Women’s World Cup and maintain momentum through new formats and opportunities.