Food brands chase World Cup buzz with pizza deals, limited-edition Coke and beer discounts

With the 2026 North America World Cup fast approaching, food and beverage companies are rolling out cheering campaigns and discount promotions.

Domino's Pizza is running an advance-reservation promotion to rally support for the South Korean national team. Customers who pre-order through the Domino's app the day before each group-stage match — on June 11, June 18 and June 24 — will receive a 30 percent discount on all large pizza deliveries on match day. If the national team wins, the company will also issue a 40 percent carry-out coupon for all pizzas, redeemable immediately on the day of the match.

From June 12 through June 30, new app members will receive two coupons: a 40 percent discount on carry-out orders of double-crust dough pizzas and a 25 percent discount on all pizza deliveries. Both coupons are valid through June 30.

Coca-Cola Korea is launching a full-scale campaign under the theme "Every Moment of the FIFA World Cup, with Coca-Cola." The company has served as an official FIFA World Cup sponsor since 1978.

The campaign centers on a limited-edition package release, merchandise giveaway events and a consumer overseas cheering squad. The "Coca-Cola 26 FIFA World Cup Participating Nations Package" features limited-edition products designed around eight competing countries, including South Korea.

Channel-specific prize events are also lined up for customers who purchase the products, with winners selected by draw receiving FIFA World Cup edition "Polar Bear Cheering Squad" keyrings and string bags. Coca-Cola has also assembled an overseas cheering squad of roughly 70 people — including winners of the "26 FIFA World Cup Away Cheering Travel Package" event it ran for Coca-Cola and Powerade consumers starting in March.

Convenience store CU has organized events focused on alcohol, snacks and beverages. Starting June 10, more than 30 popular beer bundle products will go on sale daily from 6 p.m. to 10 p.m. On the day before and the day of each South Korea match, nine popular beer brands — including Tsingtao, Sapporo and Heineken — will be available for pickup at up to 60 percent off the regular price.

A separate promotion lets customers pick up a get Coffee or frappe for 500 won. For three days before and after each South Korea match, three varieties of large ready-to-eat fried chicken will be discounted by 3,000 won. Through the Pocket CU app, customers can also purchase 14 chicken products — including dakgangjeong (sweet fried chicken) and chicken skewers — at a 10 percent discount starting June 11.

The World Cup kicks off June 12 at 4 a.m. Korean Standard Time and runs for 39 days. South Korea opens its group-stage campaign against the Czech Republic on June 12 at 11 a.m., then faces Mexico on June 19 at 10 a.m. and South Africa on June 25 at 10 a.m.