Businesses are betting big on FIFA-related events. But will it pay off?

https://i.cbc.ca/ais/e75c63f6-54fe-4e93-8d7f-bc1fa7b133ca,1781098314922/full/max/0/default.jpg?im=Crop%2Crect%3D%280%2C104%2C2000%2C1125%29%3BResize%3D%28620%29" title="The trophy awarded to the winner of the FIFA World Cup takes centre stage during an official tour at Toronto city hall on May 25, 2026.

Coca-Cola's branding is prominently displayed." width="620" />

Screening parties, brand activations, special menus — businesses across Toronto and Vancouver are stepping up their game to attract customers during the FIFA World Cup, which starts this week and runs until mid-July.