IRVING, Texas -- In its biggest international promotion ever, 7-Eleven has partnered with Coca-Cola Co. to celebrate the 2018 FIFA World Cup soccer tournament.
About 61,000 7-Eleven-branded stores in 14 countries—the United States, Canada, Mexico, Japan Thailand, Singapore, China, Malaysia, Vietnam, Taiwan, Korea, Norway, Denmark and United Arab Emirates (UAE)—and Hong Kong are expected to offer exclusive Coca-Cola 2018 FIFA World Cup products, prizes and promotions, while supplies last. Each of the country’s 7-Eleven chains will put its own spin on the international soccer tournament.
“This program was built from the ground up with input from key stakeholders around the world and designed with varying pathways to give each country the opportunity to participate in a way that made sense for their market,” said Jennifer Hale, global director, shopper marketing strategy, for Coca-Cola, Atlanta.
“When 7-Eleven first teamed up with Coke for the 2014 World Cup, we had about 35,000 stores participating. This year, that number is almost double,” said Jerome Del Porto, 7-Eleven vice president of international operations. “That’s more stores than any other international retailer or restaurant.
“7-Eleven wanted to play big to match the enthusiasm of its fans around the world. Thanks to the support of Coca-Cola, 7-Eleven was able to take the field with the biggest international promotion in company history.”
Held in Russia this year, the quadrennial World Cup competition runs from June 14 to July 15, with 64 matches before the final game to determine the world champions. The 2014 FIFA World Cup drew 3.2 billion viewers, equal to almost half of the world’s population.
Coca-Cola and 7-Eleven began working together more than a year ago to produce an exclusive shopper experience for soccer fans around the world, the two companies said. Coca-Cola has sponsored the FIFA World Cup since 1978.
7-Eleven Inc. is the largest chain in the convenience-retailing industry. Based in Irving, Texas, 7-Eleven operates, franchises and/or licenses more than 66,000 stores in 17 countries, including 11,600 in North America. It ranked No. 1 in CSP's 2017 Top 202 list of the largest c-store chains in the United States.