FIFA World Cup 2026:
A global activation for
Coca-Cola powered by
precision and scale
Igniting international excitement
Few brands are as firmly embedded in the fabric of global sporting events as Coca-Cola. Over the years, they’ve established themselves as a name that fans expect to see on the world’s biggest stages. But activating in the run up to the FIFA World Cup 2026, across multiple continents, presented a unique challenge.
The brand needed a partner that’s creatively innovative, can source globally and can manage branded merchandise design, production and logistics at scale. All while meeting strict compliance standards and engaging diverse markets.
Sector
FMCG
Company
Coca-Cola
Global scale meets creative precision
Leveraging our global production network and creative development capabilities, HH Global delivered a comprehensive solution that included:
- An order window system
- Implemented structured ordering: Via the MyHub portal, we supported with visually engaging email campaigns and portal banners to drive bottler engagement
Creative innovation: We produced bespoke FIFA merchandise. This included the design and production of aluminium mini bottles featuring national flags and exclusive 7-Eleven activation items, to name a few.
Agile operations: We leveraged client-specific technology and advanced tools for seamless order and stock management, while also utilizing our ability to effectively adapt sourcing strategies during geopolitical disruptions. As a result, we were able to maintain timelines without compromise.
Compliance and quality: By partnering with accredited factories, we met with Coca-Cola’s rigorous audit and testing standards, including food-contact safety and apparel compliance.
Global collaboration: Weekly calls across time zones, from China to Mexico, enabled real-time problem-solving and ensured alignment among Coca-Cola stakeholders.
Strategic insights + technical expertise deliver seamless activations
Having been awarded the business after a thorough tender process, we set to work well ahead of the 2026 tournament.
The project was developed in close collaboration with Coca-Cola’s global procurement and marketing teams. This ensured a deep understanding of brand requirements and operational challenges.
By combining strategic insights with technical expertise, we delivered a program that overcame:
- Time zone barriers through flexible scheduling and global team commitment
- Logistical complexity by leveraging HH Global’s network to navigate incoterms and customs requirements
- Political disruptions with agile sourcing strategies that maintained timelines and quality standards
This collaborative model ensured end-to-end transparency, operational efficiency and brand consistency across every market.
Future readiness: Our work in advance of the FIFA World Cup 2026 has strengthened Coca-Cola’s procurement and logistics capabilities, positioning both parties for success at upcoming global events including the Olympics 2028, with proven expertise in managing complexity, compliance and creativity at scale.
Operational confidence: Coca-Cola now views HH Global as a trusted partner capable of managing complex global programs with transparency and integrity.
Need a partner to deliver global activations with precision and scale?
To discover how HH Global can deliver procurement, logistics and circular design solutions for your business, get in touch today.
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