The commercial journey towards the 2026 World Cup is gathering pace as the 16 host cities (10 in the USA), start to announce and activate their local sponsor supporters. Houston has unveiled Arca Continental Coca-Cola Southwest Beverages (CCSWB) as an Official Supporter.
No value was given for the partnership which Houston 26 organisers said will “elevate community engagement through innovative programming and legacy initiatives before, during, and after the World Cup tournament.”
CCSWB will activate FIFA Fan Festival in East Downtown Houston, focussing on its leadership in community connection and brand experience. The company has already custom-branded its delivery trucks to ensure visibility and impact throughout Houston.
“Soccer and the FIFA World Cup provide a generational opportunity to connect with the incredible passion for soccer across our consumers, our customers and certainly our associates throughout our wonderful community,” said Derek Alexander, Commercial Vice President of Arca Continental Coca-Cola Southwest Beverages.
CCSWB is one of the largest Coca-Cola bottlers in the United States, serving over 31 million people across Texas, Oklahoma, New Mexico, and Arkansas.
Houston will host seven matches at the NRG Stadium, five group games, one round of 32 match and one round of 16 match.
“We’re proud to welcome Coca-Cola Southwest Beverages as a valued supporter the FIFA World Cup 26 Houston Host Committee,” said Chris Canetti, president of the FIFA World Cup 26 Houston host committee. “Coca-Cola’s deep connection to soccer and its commitment to uplifting communities align perfectly with our vision for Houston 2026. Together, we’ll not only deliver an unforgettable tournament experience but also create a meaningful legacy that will inspire and benefit Houstonians for generations to come.”
Insideworldfootball.com
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