Held at Saigon Riverfront Park in Ho Chi Minh City on July 19-20, the festival was one of the company’s football-themed community events during the FIFA World Cup 2026. The program featured a range of activities intended to provide opportunities for fans to gather, interact, and watch the tournament together.
As an official sponsor of the FIFA World Cup, the beverage giant has partnered with the tournament for decades through marketing campaigns and fan engagement activities centered on football and shared experiences.
A 1,000-square-meter LED screen was installed for the live screening of the FIFA World Cup 2026 final in PLACE??. Photo courtesy of the organizers
In Vietnam, the company has introduced a series of FIFA World Cup 2026 initiatives, including limited-edition packaging, digital experiences, and promotional campaigns connected to the tournament.
The festival expanded those activities through a two-day program featuring entertainment, community engagement, and live viewing experiences leading up to the FIFA World Cup 2026 final.
Coca-Cola also partnered with Vietnam Television (VTV) to broadcast selected moments from the festival through a live segment aired from 9 p.m. to 11 p.m. on July 19.
Visitors explored a variety of sports, entertainment, and community activities organized for the FIFA World Cup season.
The festival included interactive zones featuring sports challenges, community gathering spaces, international-inspired food experiences, and live entertainment throughout the day.
Many visitors arrived early to take part in the festival’s activities. Photo courtesy of the organizers
One of the main attractions was the Camping Zone, inspired by outdoor social gatherings and live music events. Visitors gathered with friends, watched performances by local artists, and participated in festival activities before the championship match.
The event concluded with a live screening of the FIFA World Cup 2026 final on a 1,000-square-meter LED screen, allowing attendees to watch the match together.
Beyond its FIFA World Cup campaigns, Coca-Cola Vietnam has continued supporting sports and community initiatives through partnerships and sponsorship programs. The company has previously partnered with Vietnam’s national football teams at regional and international competitions and participated in activities surrounding the FIFA Women’s World Cup 2023 Trophy Tour in Vietnam.
The 24-hour festival attracted thousands of visitors. Photo courtesy of the organizers
A company representative said the festival was intended to provide football fans with an additional way to experience the FIFA World Cup while encouraging community interaction.
“Through this event, we hope to create a fresh and engaging experience for football fans in Vietnam, where they can enjoy the FIFA World Cup in a more connected, energetic, and emotional way. We will continue supporting sports and community initiatives that bring people together through shared experiences,” the representative said.
