The World Cup isn't just electrifying stadiums. It's also having a direct impact on beverage sales. Since the tournament kicked off on June 11 in the United States, Canada, and Mexico, Coca-Cola sales have surged in France. Sales of the famous soda brand have increased by 10% since the start of the competition. The growth is even more pronounced for Coca-Cola Zero, whose multipack sales have climbed by 17%, making it the fastest-growing product in the range.
Global visibility that stimulates consumption
While the high temperatures recorded in France in recent weeks naturally encourage the consumption of cold drinks, they don't fully explain this increase. A long-standing partner of FIFA for nearly half a century, Coca-Cola benefits from exceptional visibility during the World Cup. The brand is ramping up its activities for fans, notably with a fan zone set up in Paris, capable of accommodating up to 800 people, to support the event throughout the competition. This significant presence helps to boost brand awareness and support sales of its various beverages.
The entire Coca-Cola range benefits from this
The growth isn't limited to classic Coca-Cola or its sugar-free version. Other brands in the group, such as Fanta, Sprite, and Fuze Tea, are also seeing increased sales, driven by the excitement surrounding the World Cup and a rise in soft drink consumption during the summer months.
Powerade records the strongest growth
The most dramatic increase was seen in Powerade. The group's energy drink posted a 42% rise in sales in June. This growth far surpassed that of traditional sodas. The interest generated by sporting events, combined with strong brand exposure during the World Cup, contributed to this surge.
The beverage sector is benefiting from the World Cup enthusiasm
The observed trend is not limited to Coca-Cola products. Internationally, several beverage categories are experiencing increased consumption during the competition, driven by match broadcasts, fan gatherings, and events organized around the World Cup. For Coca-Cola, a long-standing FIFA partner, the 2026 edition is already resulting in significant sales growth, with particularly strong results for Coca-Cola Zero and Powerade.
