How Coca-Cola takes FIFA and football all over the world

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.

For nearly a half-century, long before football (or soccer, depending on your location) became a global obsession, the Coca-Cola Co. had a formal partnership in place with the Fédération Internationale de Football Association (FIFA), the...