The World Cup kicks off June 11 in the US, Canada and Mexico with 48 teams and 104 matches, drawing billions of viewers across countries, cultures and demographics. For beverage makers, the tournament is a rare global marketing opportunity.
Coca-Cola's Five-Decade Partnership
Coca-Cola returns as the official soft drink of FIFA World Cup 2026, extending nearly five decades and 12 tournaments of partnership with FIFA. The campaign features music and entertainment stars: J Balvin, Amber Mark, Steve Vai and Travis Barker perform alongside a reimagined version of Van Halen's 1980s hit "Jump."
Coca-Cola is pairing the campaign with a partnership with Panini, hiding exclusive limited-edition stickers under peel-back labels on 20oz Coca-Cola and Coca-Cola Zero Sugar bottles.
Beer and Hard Seltzer Enter the Arena
Michelob Ultra leads Anheuser-Busch's sponsorship as the official beer sponsor. Michelob Ultra Zero, which the brand describes as the top-selling and fastest-growing non-alcohol brew in the industry, will feature prominently. The commercial lineup includes Lionel Messi, Christian Pulisic and Billy Bob Thornton.
Michelob Ultra has been featured at every major international soccer tournament in the US, including Copa America USA in 2024 and the FIFA Club World Cup in 2025, and will appear at the Olympic Games in Los Angeles in 2028. The brand also supports the US Men's National Team and maintains a global partnership with Lionel Messi.
Nütrl Vodka Seltzer becomes the official hard seltzer sponsor. The 4.5% ABV brand will offer daily prizes through a digital wheel, with the ultimate winner receiving a ticket to the World Cup Final.
Sports Drinks and Premium Spirits
Powerade is the official sports drink, backing athletes on the pitch. The campaign features footballer Lamine Yamal and Rodrygo Goes, spanning social, digital, outdoor, TV and online video, plus in-stadium branding and fan activations.
Stella Artois brings back David Beckham for its campaign, encouraging fans to watch matches together and experience the "true roar" of the tournament.
Diageo holds the official spirits supporter position in the Americas. The company is activating five key brands: Don Julio, Buchanan's, Casamigos, Johnnie Walker and Smirnoff. Activations include ground events, advertising, limited-edition bottles and retail programs across all 16 host cities. Casamigos, as official tequila supporter, will highlight two competing margarita recipes: Classic Margarita versus Spicy Margarita.