The World Cup is almost here. From June 11, the US, Canada and Mexico will welcome fans and viewers from around the world for one of the biggest events on the sporting calendar.
But it’s not just about soccer. It’s also a huge marketing opportunity. With 48 teams and 104 matches, it will be a platform for the world’s strongest brands to reach even more people: a rare event that reaches billions of people across countries, cultures and demographics.
And for these beverage brands, it’s a powerful platform for growth.
Coca-Cola
As a partner of FIFA for nearly five decades and 12 tournaments, Coca-Cola is back as the official soft drink of FIFA World Cup 2026.
Coca-Cola’s campaign includes stars such as J Balvin, Amber Mark, Steve Vai and Travis Barker, who feature alongside a reimagined version of Van Halen’s iconic 1980s hit Jump.
Other activations include a partnership with Panini, with exclusive, limited edition stickers hidden under the peel-back labels of 20oz Coca-Cola and Coca-Cola Zero Sugar bottles.
Michelob Ultra
Michelob Ultra takes the lead for Anheuser-Busch as the Official Beer Sponsor of the event.
Michelob Ultra Zero, the #1 top-selling and fastest-growing non-alcohol brew in the industry, will be a prominent feature in the campaign.
Lionel Messi, Christian Pulisic and Billy Bob Thornton all feature in the 2026 commercial.
Michelob Ultra has long been featured at every major international soccer tournament in the US, including Copa America USA in 2024, the FIFA Club World Cup in 2025, and is set to be featured at the Olympic Games in LA in 2028.
It also supports the US Men’s National Team, alongside an ongoing global partnership with global ambassador Lionel Messi.
Nütrl Vodka Seltzer
The 4.5% ABV hard seltzer will be the Official Hard Seltzer Sponsor of the matches.
The brand will offer daily prizes via the chance to spin the digital Nütrl wheel, with the ultimate winner gaining a ticket to the World Cup Final.
Powerade
Powerade is the official sports drink of FIFA World Cup 26: keeping athletes hydrated on the pitch. Lamine Yamal and Rodrygo Goes join the global campaign, which spans social, digital, outdoor, TV and OLV creative: as well as in-stadium branding, LTO innovations, immersive fan activations and more.
Stella Artois
Stella Artois brings back David Beckham for its FIFA World Cup 2026 campaign.
The campaign encourages fans to watch the matches together, and live the ‘true roar’ that comes from moments like this.
Diageo: Johnnie Walker and Casamigos
Spirits giant Diageo is the Official Spirits Supporter in the Americas of the FIFA World Cup 2026.
It will put the focus on five of its key brands: Don Julio, Buchanan’s, Casamigos, Johnnie Walker and Smirnoff.
Ground activations, advertising, limited edition bottles and retail programmes in all 16 host cities are all part of its campaign.
That includes the most important rivalry of all, brought by Official Tequila Supporter Casamigos: Team Classic Margarita vs Team Spicy Margarita.
