Why Coca-Cola has made World Cup TV ads one part of its sports marketing play

Powerade today launched its big FIFA World Cup 2026 campaign, a social-first “Power Your Fate” movement designed to capitalize on the massive soccer event at both global and local scales.

With involvement from major athletes Lamine Yamal and Rodrygo Goes, and creators like street artist Devon Rodriguez, the campaign highlights how The Coca-Cola Company is taking a broader approach to its sports marketing in 2026.

A TV spot starting Yamal and Goes will run in the lead up to and during the 2026 World Cup, which kicks off on June 11, but Coca-Cola is approaching this campaign from all angles, pulling in local creators and encouraging athletes of all levels to get involved both at World Cup events and on their local soccer fields.

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Beehiiv adds even more features to go up against competitors and win over creators

Beehiiv today is adding more tools to its arsenal (including webinars, AI analytics for podcasts, and metered paywalls) in its pursuit to become the consolidated creator space of choice.

Just a few weeks ago, the newsletter platform turned full-stack creator platform, added a podcast offering, privately reaching out to podcasters on Substack and elsewhere asking them to join migrate according to Semafor.

“That’s the transition we’ve been making for the past six to 12 months,” Tyler Denk, CEO and co-founder of Beehiiv, told Digiday. “Newsletters are our bread and butter… we do it very well, but we think we can be the place where any content creator or business can engage with, grow and monetize their audience.”

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