Major Funds Position for Coca-Cola’s 2026 World Cup Push

As year-end approaches, several prominent investment managers are significantly increasing their stakes in Coca-Cola. This strategic accumulation comes amid a broader market lull and is directly tied to the beverage giant's planned global marketing campaign for the 2026 FIFA World Cup, which analysts anticipate will drive substantial sales growth.

Recent portfolio disclosures reveal a clear trend of institutional buying. Investment firms are bolstering their holdings in Coca-Cola, viewing the stock as a defensive play with reliable cash flows for the coming year.

• Viking Fund Management expanded its position by 25%, bringing its total holding to 100,000 shares.
• Flputnam Investment Management Co. increased its stake by 16.8%, adding 25,467 shares to its portfolio.

These transactions, initiated in the second quarter and confirmed in latest reports, signal a shift toward defensive consumer staples. Market observers note that the company's strong dividend yield and pricing power are key attractions, offering a potential buffer in an uncertain economic climate.

This institutional accumulation contrasts with scheduled insider sales, which are typically for diversification purposes. The scale of the fund purchases is telling: double-digit percentage increases from entities like Viking suggest large investors may see Coca-Cola as undervalued relative to its earnings potential ahead of 2026.

This sentiment has yet to be fully reflected in the share price. The stock closed Friday at 59.88 euros, trading slightly below its 50-day moving average of 60.90 euros. On a twelve-month view, the price has moved largely sideways. The Relative Strength Index (RSI) reading of 33.9 indicates the stock is nearing oversold territory.

The 2026 Game Plan: Leveraging the Trophy Tour

Aligning with this capital inflow, Coca-Cola is advancing its marketing strategy for the 2026 football World Cup. Following an official announcement on December 16, the company is in the final stages of preparing its sixth FIFA World Cup Trophy Tour, scheduled to launch on January 3, 2026.

Should investors sell immediately? Or is it worth buying Coca-Cola?

The tour will kick off in Riyadh, Saudi Arabia, before the iconic trophy travels globally. The itinerary aims to include all three host nations—Canada, Mexico, and the United States—with plans to visit 75 destinations worldwide.

The focus extends beyond pure branding to tangible business impact. The tour is engineered to stimulate local sales through hospitality, events, and retail channels. Coca-Cola intends to harness the expanded tournament's "super-cycle," featuring 48 teams, to amplify brand visibility and generate incremental sales volumes both before and during the event.

Historically, major sporting events like the World Cup have provided a measurable boost to Coca-Cola's sales, helping to offset softer performance in more cyclical segments. This proven effect appears to be precisely what the current institutional buyers are banking on.

Market Context and Forward Look

The recent buying activity is occurring against a technically subdued backdrop for the stock. While trading just below its 200-day moving average of 60.76 euros and approximately 13% under its 52-week high, it remains well above its 52-week low. This profile is consistent with a defensive equity that offers stability rather than explosive growth.

Operational momentum is expected to build from January 3, 2026, with the launch of the Trophy Tour and its accompanying wave of media exposure and consumer activations. A key question for the upcoming year is whether Coca-Cola can sustain its anticipated margin expansion while managing elevated marketing expenditures. According to available analysis, experts are focusing on this balance between World Cup-driven growth initiatives and cost discipline.

The concrete next milestone is the tour's commencement in early January 2026. Subsequent performance will reveal the effectiveness of the early campaign efforts and whether the institutional investment flows translate into a gradual re-rating of the stock toward its medium-term valuation targets.