The top five sponsor brands gaining among FIFA World Cup fans in the U.S.

FIFA World Cup brand sponsor #2: Coca-Cola turns official status into impact

Coca-Cola ranks second, with an Ad Impact Score of 40.6. The brand saw a 9.7-point increase in Ad Awareness, a 14.7-point increase in Buzz and an 8.1-point increase in Consideration.

As a long-standing official FIFA partner, Coca-Cola has one of the clearest routes into the tournament. Its campaign activity spans the FIFA World Cup Trophy Tour, fan zones, host-city activations, limited-edition packaging and related promotional tie-ins.

The strongest component of Coca-Cola’s lift is Buzz. That suggests the campaign is not only visible but is also generating positive conversation among U.S. FIFA World Cup fans.

Pringles ranks third, with an Ad Impact Score of 39.8. The brand posted a 11.0-point increase in Ad Awareness, an 8.9-point increase in Buzz and a 10.0-point increase in Consideration.

The brand’s FIFA World Cup link comes through Kellanova’s U.S. Soccer partnership and limited-edition soccer snack lineup. Its performance reinforces one of the clearer commercial themes around the tournament – snacks brands are a natural fit for sports sponsorships.

Doritos ranks fourth, with an Ad Impact Score of 39.0. Its profile is different from Pringles, as the brand recorded a smaller 3.0-point increase in Ad Awareness — but a much larger 21.0-point increase in Buzz, alongside a 7.5-point increase in Consideration.

That Buzz gain is the largest among the top five brands, indicating that Doritos is generating significant positive conversation among U.S. FIFA World Cup fans.

Doritos is part of the Frito-Lay and Lay’s official FIFA World Cup sponsorship portfolio, giving it a direct route into tournament-led fan activations. The data suggests the brand’s campaign is working less through pure visibility and more through talkability — a valuable outcome in a crowded sponsorship environment.

Cheetos ranks fifth, with an Ad Impact Score of 35.2. The brand recorded a 13.9-point increase in Buzz and an 11.1-point increase in Consideration, despite a slight decline in Ad Awareness.

That pattern is notable. Even without an increase in reported ad exposure, Cheetos is gaining in the measures that point more directly to consumer response. Its Consideration lift is the second-highest among the top five brands, behind only Gap Kids.

Like Doritos, Cheetos benefits from its place in the Frito-Lay and Lay’s official FIFA World Cup sponsor portfolio. Its performance adds to the evidence that snack brands are well positioned around the tournament.