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This year’s World Cup in Qatar doesn’t start until Nov. 20, but Coca-Cola is already trotting the World Cup trophy around North America like it’s 2026.
For a major event sponsor like Coca-Cola, it pays to plan nearly a half decade in advance. After all, the soft drink giant contributes part of the $1.35 billion that soccer governing body FIFA expects in marketing revenue for the World Cup.
Coca-Cola has a long history to uphold here as well.