What the World Cup Actually Does to the Drinks Category. And Why Most Brands Are Measuring the Wrong Thing.

The FIFA World Cup 2026 kicks off on 11 June. The largest sporting event in history – 104 games, three host countries – begins in North America with every major drinks company committed to activating around it. AB InBev has built the largest campaign in Michelob Ultra’s history. Diageo has confirmed more than 100 activations across 34 airports for Don Julio and Casamigos. Multiple other major producers have World Cup adjacent plans in market.