Why Coca-Cola has made World Cup TV ads one part of its sports marketing play

Powerade today launched its big FIFA World Cup 2026 campaign, a social-first “Power Your Fate” movement designed to capitalize on the massive soccer event at both global and local scales. With involvement from major athletes Lamine Yamal and Rodrygo Goes, and creators like street artist Devon Rodriguez, the campaign highlights how The Coca-Cola Company is taking a broader approach to its sports marketing in 2026. A TV spot starting Yamal and Goes will run in the lead up to and during the 2026 World Cup, which kicks off on June 11, but Coca-Cola is approaching this campaign from all angles, pulling in local creators and encouraging athletes of all levels to get involved both at World Cup events and on their local soccer fields.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.