CHICAGO, June 3, 2026 — The food-away-from-home industry is seizing the super-sized marketing opportunities surrounding one of the world’s biggest sporting events, the upcoming 2026 FIFA World Cup.  

 

In fact, it might be easier to recap which restaurants, retailers and food manufacturers are NOT somehow tying themselves to the global soccer tournament than to detail those that are. But what’s the fun in that? 

 

But first, some FIFA World Cup details, if this mega-event somehow skipped your radar: 

 

For the first time ever, the tournament is taking place across three countries (the U.S., Canada and Mexico), in 16 host cities, with 48 countries vying for dominance across 104 soccer matches.  

 

FIFA is projecting that nearly 7 out of 10 humans around the globe will tune in to the games, which kick off June 11 in Mexico City, at some point during the 39-day event that culminates in East Rutherford, New Jersey. What’s more, soccer’s international governing body predicts the event will generate $3 billion in sponsorship revenue and more than $80 billion (yes, with a “b”) in global economic output across all sectors.  

 

More than just a sporting event, this is a marketing event with a worldwide scale.  

 

Understandably, FIFA doesn’t mess around when it comes to enforcing compliance with its trademarks. Companies must be licensed World Cup partners to use trademarked images or even the words “FIFA” and “World Cup” in marketing materials.  

 

That doesn’t stop companies, though, from finding creative ways to link themselves to the competition. Here’s a look at just some of the food-away-from-home industry marketing tie-ins connected to the World Cup: 

 

 

Hamburger giant McDonald’s, a FIFA World Cup Sponsor, this week announced the FIFA World Cup 26 Meal, with a choice of Big Mac or 10-piece Chicken McNuggets with limited-edition Big Mac Sauce in a gold package. The meals come with one of nine collectible cups featuring soccer superstars, along with the chain’s loveable purple giant, Grimace.  

The chain is also rolling out a FIFA World Cup 26 Happy Meal, with each box coming with one of 23 Squishmallows plushies, including official FIFA World Cup 26 mascots. The McDonald’s app will also offer tournament rewards and bonus points during the event.  

C-store goliath 7-Eleven, not an official World Cup sponsor, is nevertheless getting into the action, launching a FanLand marketing activation to transform its stores into the “ultimate match-day destination” with food, drinks and deals. The chain’s Laredo Taco Company locations will sell $3 quesadillas to kick off the tournament as well as new El GOAL-AZO Tacos (2 for $5), featuring chorizo, egg, potatoes, queso and habanero salsa.  

The convenience store’s Raise the Roost restaurants will sell a limited-time G.O.A.T Hot Chicken Sandwich along with a $6 Big Kick Off Box with chicken tenders, two sides, a biscuit and choice of dipping sauce.  

The Coca-Cola Company, which has been an official FIFA World Cup sponsor since 1978, has unleashed its global marketing muscle for the tournament with campaigns across a wide variety of mediums and segments. There are experiential activations, a World Cup Trophy Tour, consumer-facing promotions in the form of branded packaging, sticker giveaways and much more.  

Beverage rival PepsiCo is not an event sponsor, though its subsidiary, Lay’s potato chips, is. PepsiCo meanwhile debuted a Soccer Deserves Pepsi ad campaign highlighting how the brand’s beverages complement celebratory food.  

Food-and-games chain Topgolf debuted “soccer-themed experiences” at its locations, including tournament-inspired food-and-drink specials and soccer-inspired games. World Cup matches will be broadcast at Topgolf locations, with upgraded passes available for bays and suites to view the action.  

At eatertainment chain Dave & Buster’s, soccer fans could win World Cup game tickets by testing their luck on the full-body Human Crane arcade experience. “Buried among soccer-themed inflatables, guests will have the chance to win tickets to some of the biggest matches of the summer, including the USA vs. TUR match, a Round of 32 match, a Quarterfinal match, and the biggest match of them all — the Final Match with seats in the lower bowl,” Dave & Buster’s said in a press release. “And for guests who don't walk away with tickets, Human Crane players still have the chance to win exclusive prizes, including free game play, free food, and more during the week of June 11 – June 17.” 

The chain will broadcast matches in its venues, and guests can choose from a selection of sliders inspired by tournament host countries and themed beverages.  

Even municipalities are getting in on the action. Newark, New Jersey, will host Taste the World: Newark Restaurant Week, timed to the World Cup. The event will highlight the city’s global food scene since it’s “just one train stop away” from the site of the final match, according to a statement.  

And New York City is trumpeting $26 meal deals at restaurants and bars in all five boroughs in honor of the soccer event.  

“From Little Senegal in Harlem to Little Odessa in Brooklyn, our city’s diversity is our greatest strength, and now it’s on the menu,” Mayor Zohran Mamdani said on social media.  

Heather Lalley is the director of communications for IFMA The Food Away from Home Association. A lifelong journalist, Lalley has previously worked with industry publications including Restaurant Business, CSP Daily News, Supermarket News and Foodservice Director.

 
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