Please let us know if you have feedbackCoca-Cola's namesake cola saw its largest volume increase in close to two decades thanks to a boost from the World Cup. Coca-Cola products had an average incidence of 80% across venues in 16 World Cup host cities. Powerade was additionally a sponsor of World Cup Hydration Breaks, or three minute pauses in game play to help players combat high temperatures. Coca-Cola was the official nonalcoholic beverage sponsor of the World Cup, which took place from June 11 to July 19. The World Cup represented a massive marketing opportunity for CPG companies across market segments.