Coca-Cola has unveiled “Matchday Hangout”, a creator-led live football watch-along experience aimed at capitalising on India’s growing football fandom and expanding digital engagement during the FIFA World Cup season. The initiative marks the beverage giant’s latest effort to blend sports marketing, creator-led content and quick-commerce partnerships to strengthen consumer interaction.
The programme, produced and hosted by RevSportz, will feature 12 national live streams where football fans can watch matches, react in real time and participate in discussions alongside creators Rohan Joshi, SakshiShivdasani and KaashviHiranandani. Select matchdays will also feature ZervaanBunshah, Varun Thakur and footballer DalimaChhibber.
Karthik Subramanian, Senior Director, Marketing, Coca-Cola TM India & Southwest Asia, said the company’s longstanding association with FIFA has inspired it to create community-driven digital experiences that reflect evolving fan behaviour. RevSportz Founder and CEO BoriaMajumdar said the partnership combines sport, entertainment and digital culture to create a shared destination for football fans across the country.
Access to the streams will be available through Coca-Cola purchases on Zepto and Blinkit during match hours. Fans will be able to participate in predictions, halftime discussions, post-match debates, trivia contests and creator-led challenges, while also competing for exclusive merchandise including mini fridges, caps, tees and sippers.
In Kolkata, the initiative is expected to find strong traction in one of India’s most football-centric markets. With Kolkata’s passionate football audience and growing adoption of quick-commerce platforms, Coca-Cola’s digital engagement strategy could help boost brand visibility, consumer participation and online sales during major World Cup fixtures.
