As the World Cup kicks off, brands around the world work to capitalize on all of the eyes that will be glued to TV screens for the next month for one of the most global events—and they’re all sure to have a beverage in hand while watching.

With three host nations across North America, there’s a rare opportunity for this World Cup to engage U.S. audiences through in-person activations, media spots and cultural relevance.

These four beverage brands are taking unique approaches to make an impact during the World Cup:

“The World Cup in North America will easily be the biggest moment for maté in its history in the United States,” AJ Blumenthal, Yerba Madre Head of Marketing, told me. “The fact that it is in the U.S., now is the time to double down and not just educate, but in some ways, protect.”

As the brand that introduced yerba maté to the United States 30 years ago and takes up 85% of the U.S. market share, Yerba Madre is working to make the cultural South American beverage front and center for the World Cup, focusing on the traditional way of drinking it rather than its famous yellow cans of flavored yerba maté, though the natural source of caffeine from maté gives a boost without the inevitable crash in both formats.

“Maté is going to be pushed into the spotlight,” Blumenthal says. “Our job as a category leader is to bring the story of the ritual and its heritage with the awareness story.”

Especially considering Argentina is the reigning World Cup champion, many eyes are going to be drawn to the team as they walk off the plane with gourds of maté in their hands. Yerba Madre is working to shape the story for this World Cup around maté itself rather than its own brand. That’s why they arranged a gourd circle in New York ahead of the World Cup to educate Americans on how the drink is traditionally consumed: as loose leaf with hot water in a gourd, most importantly with community around to feel the energy of coming together. Yerba Madre will also work with Secret Walls in Los Angeles for a watch party to bring it to the fans on the West Coast.

In addition to filming content with youth football teams and Argentinian Indigenous communities over the next month, the brand is also hosting what they’re calling, “The Gourd Cup,” of which the winner will........

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