LIFESTYLE

WHILE SPAIN MAY have won the FIFA World Cup 2026 in the traditional sense, Coca-Cola had a win of its own: research from Kantar found the company had the highest brand lift of any advertiser it measured. In fact, Henrique Braun, CEO of Coca-Cola, shared in an earnings call that the company had seen more than 80 % of purchases at venues across 16 host cities included a Coca-Cola product. But what made the company’ s sponsorship of the World Cup so impactful? Outside of stadium presence, the company’ s strategy focused on building localised fan experiences – such as physical fan spaces, AR experiences and

Manuel Arroyo EVP, Chief Marketing and

Customer Commercial Officer Coca-Cola Company

commemorative cans – to help make football more interactive for fans. This turned many passive fans into more active consumers over the course of the tournament, helping to accelerate sales volume.“ This past quarter, we brought to life a unique moment with our globally connected FIFA World Cup campaign,” Manuel Arroyo, EVP, Chief Marketing and Customer Commercial Officer of the Coca-Cola Company, said on LinkedIn.“ It’ s been an incredible experience and opportunity to celebrate fans, communities and connections around the world. I’ m proud of our global colleagues across the Coca-Cola system for their continued dedication to our business.”