World Cup 2026 to boost US beverage sales, Coca-Cola poised to benefit most, says Bank of America.

Bank of America predicts the 2026 World Cup, hosted partly in the US, will increase beer and soft drink consumption, creating a temporary sales boost for beverage companies. Using data from the 1994 US-hosted World Cup, BofA expects about 0.8 million additional barrels of beer demand and a notable rise in soft drink sales, especially benefiting Coca-Cola due to its sponsorship and brand visibility. The event is also expected to increase tourism and retail sales growth in June and July, making it a strong marketing catalyst for Coca-Cola this year.