Coca-Cola celebrates: Revenue from hydration breaks at the World Cup revealed
Beverage giant Coca-Cola reported strong quarterly results of 13.4 billion dollars and raised its annual forecast, as the CFO admitted that the controversial hydration breaks at the World Cup were profitable for the company.
The Coca-Cola Company released its financial results for the second quarter of 2026, presenting performance that exceeded expectations and led to an upward revision of its annual forecast. The company outperformed analysts' estimates, primarily due to stable demand for its core brands and newer beverage offerings.
Company revenue for the second quarter totaled approximately 13.4 billion dollars, an increase of 6% to 7% compared to the same period, surpassing forecasts of approximately 13.16 billion dollars. Adjusted earnings per share amounted to 0.97 dollars, compared to an expected 0.93 dollars per share.
Following these positive results, Coca-Cola raised its annual growth forecast. The company now anticipates organic revenue growth of 5%, alongside a 9% to 10% increase in earnings per share.
Key growth drivers included continued demand for sugar-free beverages, such as Coca-Cola Zero Sugar, and the fairlife dairy brand in the USA. The flagship Coca-Cola brand also recorded strong performance, with a 5% increase in sales volume—one of the highest quarterly growth rates for the brand in recent years.
Furthermore, the company benefited from marketing activities surrounding the 2026 World Cup, where it served as an official sponsor. While Coca-Cola did not disclose direct financial revenue from the hydration breaks introduced during matches, it noted that the tournament's high visibility contributed to sales, particularly for the Powerade sports drink brand, which saw an 8% jump in sales for the quarter.
CFO John Murphy addressed the hydration breaks, stating that despite criticism from some football fans, the move was commercially positive for the company:
"I'm not sure if these hydration breaks will become a permanent part of the football world, but we were certainly not sad about them at the World Cup."
