Coca-Cola Activates World Cup In Brazil

As the world comes together for another FIFA World Cup, longtime partner Coca-Cola is launching several instore activations across the globe to celebrate 20 years of collaboration. Slated to be the biggest yet, FIFA World Cup 2026 spans three host nations – Canada, Mexico and the United States.

Coca-Cola has the exclusive rights to the FIFA World Cup Trophy Tour which began in January 2026 and is scheduled to make 75 stops giving fans around the world a once-in-a-lifetime chance to see football’s most coveted prize. During the 20 years of doing the tour, more than 4 million fans across more than 182 markets worldwide have participated.

“Football has an unmatched ability to bring people together, no matter where they’re from or what language they speak,” said Mickael Vinet, vice president, global assets, influencers and partnerships, The Coca-Cola Company. “For two decades, the FIFA World Cup Trophy Tour by Coca-Cola has been a journey that connects fans to the magic of the game. As the Trophy travels toward the biggest FIFA World Cup in history, we’re celebrating the passion, pride and unity that make football the world’s favorite sport.”

Though the FIFA World Cup starts in June, Coca-Cola is already making a presence at more than 40 retailers in Brazil with these three activations. The promotions are the brainchild of Dot. Promo, a prominent Brazilian live marketing and brand experience agency. They specialize in creating memorable, sensorial, and experiential marketing campaigns to connect brands with consumers.

The agency’s goal was to transform the moment of purchase into a point of connection with the consumer. More than exposure, the proposal is to create involvement — to bring the atmosphere of the World Cup into the store, generate interaction and reinforce the role of retail as a strategic territory for brand building.