CSNC EXCLUSIVE: Soula Kioussis, CCO, Coke Canada Bottling, talks about partnership with FIFA World Cup
Coca-Cola has been an official sponsor of the FIFA World Cup since 1978. This year, the partnership takes on a different look as Canada takes the spotlight with Vancouver and Toronto hosting matches beginning June 12.
As game day approaches, CSNC chatted with Soula Kioussis, chief commercial officer, Coke Canada Bottling, to find out more of what’s in store.
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CSNC: What's the secret behind the successful partnership between Coke Canada and FIFA?
SK: Coca-Cola is a longstanding partner of FIFA, and FIFA World Cup 2026 is set to be the biggest yet.
Through our retail customers coast-to-coast, we’ll engage Canadians with “only Coke can do” products, experiences, prizing, and giveaway opportunities ensuring fans coast-to-coast can get a taste of the excitement. From cherished local favourites like FUZE Iced Tea and Core Power, and iconic drinks like Coca-Cola, Coke Zero, Powerade and Dasani, fans will see our winning portfolio of brands activating before and during FIFA World Cup 2026 and maximizing our impact.
I can say we’ve left no-stone unturned in our activations and engagement with our customers, which is key to making this such a successful program.
CSNC: What makes FIFA/World Cup such a great fit for Coke Canada and its customers?
SK: We know that FIFA World Cup 2026 is a once-in-a-generation moment. It will unite Canadians—no matter their background—around the world’s game, all while creating meaningful moments of connection.
As Canada’s Local Bottler, we proudly service tens of thousands of customer locations across Canada through our local teams and our distribution partners. FIFA World Cup offers a unique platform to collaborate with these customers coast-to-coast.
CSNC: How will Coke Canada be supporting c-stores during the FIFA/World Cup promotion period? Anything specific for c-stores?
SK: One of the exciting programs that’s available with our c-store customers is that all 500ml Coca‑Cola and Coca‑Cola Zero Sugar will have a peel-back label that reveals an exclusive limited-time, Panini sticker. This launch is the first‑ever partnership with Panini America, transforming iconic Coca‑Cola bottles into moments of FIFA World Cup discovery. These special-edition bottles are made locally in our Brampton, Calgary, Lachine, and Richmond manufacturing facilities
Panini stickers are one of the most recognizable traditions tied to the FIFA World Cup and this global ritual is going to be an incredible opportunity for consumers coast-to-coast to engage with fandom ahead of kickoff. I’m confident that Canadians will be excited about this unique program, as they collect and trade their way through the tournament and start building their official FIFA World Cup 2026 collection.
Additionally, our exclusive FIFA World Cup 2026 bilingual Commemorative Host Country Canada can, is launching in 355ml sleek Coca‑Cola and Coca‑Cola Zero Sugar and is a package that Canadians will find primarily in c-store retailers. This collectible will no doubt be keepsake and will be available nationwide beginning in late May.
POWERADE is the official sports drink of FIFA World Cup 2026 and will be hydrating soccer’s biggest names on the world’s biggest stage this summer. To hydrate fans across the small store channel, we are launching POWERADE Blood Orange Kick and White Grape Wave as limited- time offers in 710mL from May-July.
We are working with all of our small store customers to offer them exclusive components of the FIFA World Cup 2026 with a specific effort made around the stores that are in the red zones, customer locations where we are building a legacy of execution in the urban zones nearest to the stadiums in Toronto and Vancouver.
CSNC: What can convenience retailers do to make the most out of Coke/FIFA/World Cup promotions?
SK: Celebrate this generational moment with their customers! The most important thing for c-store retailers to do is reiterate that they sell Coca-Cola. We would encourage them to prioritize cold display, be sure to have additional inventory on-hand, ensure they are present on the delivery apps with key categories such as sparkling and Monster Energy, and take advantage of The World Cup marks that we can pass through to them. Through this they’ll be able to drive relevance in the hearts and minds of their consumers during this exciting time.
CSNC: What opportunities are available for fan engagement?
SK: Coca‑Cola will be at the heart of the action at official FIFA Fan Festival sites in both Toronto and Vancouver, activating unique experiences and one-of-a-kind opportunities. From exciting giveaways to special photo opportunities that celebrate fandom, The Coca‑Cola Fan Zone at FIFA Fan Festival will be the ultimate destination for Canadians to get match-ready, show their passion, and celebrate the joy of the FIFA World Cup, all with an ice-cold Coca-Cola in-hand.
Additionally, fans can get engaged through FIFA’s first-of-its-kind program, ‘Canada Celebrates the FIFA World Cup 2026’. Canada Celebrates will have 38 stops across 34 communities offering free, one-day community celebrations across the country, bringing football fans together for live match viewings, activations, cultural programming, music, food and shared moments of national pride.
CSNC: When will FIFA World Cup promotions end?
SK: FIFA World Cup 2026 promotions end on July 19th when the final match occurs; however, we believe that FIFA World Cup 2026 will have a positive impact on our communities for years to come.
However, we have long-term plans to continue our connection with the game of soccer through our sponsorship of MLS and NSL, youth soccer and the Women’s World Cup Cup in Brazil 2027, where The Coca-Cola Company will continue their partnership.
The World Cup is just the beginning of growth we expect to see in the sport and we are committed for the long-term.
