Coca-Cola’s World Cup marketing push will also involve influencers, commercials featuring devoted fans, a digital hub where consumers can predict winners and, for the first time, a trophy tour to all 32 qualifying FIFA World Cup nations in the three months leading up to the tournament.
“Coca-Cola has partnered with FIFA since 1974, so our credibility in the football world—and our longstanding support of the game’s growth—is unmatched,” Ross said in a statement.
The 2022 FIFA World Cup, however, isn’t without controversy, as thousands of migrant workers have died or been injured constructing facilities necessary for Qatar to host the event.
In May, the Coca-Cola Company released a statement noting it is working with FIFA to address concerns about worker safety.
“We’re encouraged by FIFA’s advocacy, which has led to some significant reforms to improve the rights of migrant workers in Qatar,” the statement read. “However, we recognize that further reform remains to be done.”
Earlier this month, NBCUniversal, which has exclusive rights to the Spanish-language broadcast of the soccer competition, stated it had sold around 90% of its advertising inventory for the tournament.
“All 64 games will be not only on Telemundo but also on Peacock,” Peter Lazarus, evp of advertising and partnerships at NBCUniversal, told Adweek at the time. “So every advertiser you’ll see across all platforms, and they’re excited by that.”