Post by The Coca-Cola Company

Coca‑Cola’s story with the FIFA World Cup™ began in 1950 in Brazil, when the brand first appeared pitch‑side, featuring its familiar Spencerian script near the field. That debut marked the beginning of a partnership that would grow alongside the tournament itself and its ever‑expanding global audience. In 1978, Coca‑Cola became the Official Beverage Sponsor of the FIFA World Cup™, a role it has proudly held ever since. Across decades of tournaments and generations of fans, Coca‑Cola has remained a constant - refreshing moments, celebrating passion, and honoring football’s unique ability to bring people together. As the first match of #FIFAWorldCup2026 kicks off today, we celebrate this enduring legacy and look ahead to the moments still to come. Discover more about the history of our FIFA World Cup partnership: