Coca-Cola Uses FIFA World Cup Sponsorship to Create Lasting Value in Host Communities

The Coca-Cola Company is using its sponsorship of the FIFA Men's World Cup 2026 as a platform to connect young people with education, career exploration, and economic opportunities in host communities.

According to Alba Castillo Baylin, VP, Stakeholder and Social Impact Management at The Coca-Cola Company, the company approached the tournament as an opportunity to create value that could remain after the final match. Rather than treating sponsorship as an endpoint, the company positioned the event as a catalyst for initiatives designed to help young people explore professional options and strengthen local communities.

The Future Careers Academy is one of these initiatives, a free digital learning platform available to young people across the United States and Canada. The program introduces participants to careers associated with major sporting and cultural events, including marketing, media, sponsorships, creative design, production, operations, technology, and leadership.