Coca-Cola Sold Nearly 1 Drink Per Fan at the World Cup. Its Real Win May Have Been Even Bigger

How the beverage giant capitalized on the biggest sporting event in the world.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Illustration: Inc.; Photos: Getty Images; Courtesy Coca-Cola

Being the official soda and sports drink of the World Cup pays off. Spain won on the pitch, but Coca-Cola, one of the few consumer brands that did not have to cover up its logo to appease FIFA, won the tournament everywhere else: in the stadium, at the concession stands, on social media, in grocery store aisles, and at home with fans watching from their couch.

The $380 billion beverage giant, which has been an official FIFA partner for the past twelve tournaments, a period spanning nearly 50 years, has spent this entire year preparing for its World Cup........

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