The hydration breaks that split the matches into four segments created additional advertising opportunities for brands and lined the pockets of broadcasters, such as Fox.
Increased consumption during the World Cup added to the momentum for Coca-Cola’s trademark beverages and zero sugar sodas that have enjoyed resilient demand despite a broader softening in spending on non-essential items, particularly from lower-income consumers in the United States.
| Photo Credit: REUTERS
While many fans complained about FIFA World Cup hydration breaks slowing the pace of football games, top sponsor Coca-Cola said it was pleased with the boost to sales for its energy drinks that drove strong quarterly results and helped lift annual targets.
“I’m not sure whether these hydration breaks are going to be a permanent feature of the soccer world, but we were not unhappy with them in the World Cup,” CFO John Murphy told Reutersin an interview, noting a particular boost for the company’s Powerade brand.
Increased consumption during the World Cup added to the momentum for Coca-Cola’s trademark beverages and zero sugar sodas that have enjoyed resilient demand despite a broader softening in spending on non-essential items, particularly from lower-income consumers in the United States.
The beverage giant’s second-quarter comparable revenue rose about 6% to $13.37 billion, beating estimates of $13.16 billion, according to data compiled by LSEG.
The company’s shares rose 1.8% in premarket trading. They have risen about 20% so far this year, and have outperformed rival PepsiCo, which has suffered from weak snacking demand in the United States in recent quarters.
Coca-Cola has previously raised prices and offered smaller pack sizes for give additional revenue boosts.
The company has also invested in other beverages in its portfolio, including ready-to-drink teas as well as milk products from its fairlife brand, which helped revenues.
Coca-Cola expects 2026 organic revenue growth of about 5%, compared with its prior target of 4% to 5% growth.
It expects comparable earnings per share growth of 9% to 10%, compared with its earlier target of 8% to 9% growth.
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