As the 2026 FIFA World Cup draws near, scheduled to kick off on June 11, companies in Mexico, including major bottlers like Arca Continental and Coca-Cola FEMSA, along with the convenience store chain OXXO, are anticipating a substantial upturn in sales linked to increased consumer activity during the event. This excitement around the World Cup presents a promising opportunity for these businesses to capitalize on the influx of both visiting fans and increased domestic consumption.

Deloitte, a consulting firm, has projected that the total economic impact of the World Cup on Mexico will exceed $4 billion, contributing directly to the national GDP by approximately 0.14 percent. A significant portion of this spending, estimated at $2.25 billion, is expected to be channeled towards local gastronomy, transportation, and retail sectors, highlighting the diverse benefits the tournament will bring across various industries.

Arturo Gutiérrez, CEO of Arca Continental, has acknowledged that this World Cup presents exceptional occasions for brand building. The event not only boosts immediate sales for these companies but also allows them to strategically position their brands in the market, leveraging increased visibility and consumer engagement during one of the world’s largest sporting events.