New digital watch-along series, hosted by leading creators and powered by RevSportz, aims to turn FIFA World Cup match nights into interactive social experiences
Coca-Cola has unveiled Matchday Hangout, a creator-led live football watch-along experience aimed at engaging India’s rapidly growing community of football fans during the FIFA World Cup season.
The initiative seeks to transform traditional late-night match viewing into a shared digital experience, allowing fans to react, debate and celebrate key moments alongside content creators through a series of 12 nationwide live streams.
Betting on the Rise of Social-Led Sports Consumption
The launch reflects the changing way younger audiences consume live sports, increasingly combining match viewing with social media interactions and creator-driven content.
Produced and hosted by RevSportz, the digital sports media platform, the series will feature creators including Rohan Joshi, Sakshi Shivdasani and Kaashvi Hiranandani. Select matchday broadcasts will also include appearances by Zervaan Bunshah, Varun Thakur and footballer Dalima Chhibber.
Coca-Cola said the programme builds on its long-standing association with FIFA and aims to strengthen fan engagement through interactive digital experiences.
Blending Football, Entertainment and Community
Karthik Subramanian, Senior Director, Marketing, Coca-Cola Trademark India & Southwest Asia, said the initiative is designed to recreate the rituals and shared emotions that define football fandom.
“Through our longstanding association with FIFA, Coca-Cola has been an integral part of football fandom for decades. A match night is all about rituals, reactions and shared emotions. Coca-Cola Matchday Hangout is our way of fostering that connection through social-led experiences,” he said.
The company has partnered with RevSportz to deliver the live broadcasts and create a format that combines sport, entertainment and creator-led storytelling.
Boria Majumdar, Founder and CEO of RevSportz, said the collaboration aims to build a destination where fans can watch, react, debate and celebrate major FIFA World Cup moments together.
“Football has always been about emotion, conversation and community. With Coca-Cola Matchday Hangout, we are taking those match-night conversations and turning them into a shared live experience for fans across the country,” he said.
Quick Commerce at the Centre of Fan Engagement
In a notable integration of retail and entertainment, Coca-Cola is using quick-commerce platforms as the gateway to access the experience.
Fans can unlock entry into the interactive watch-along streams by ordering a Coca-Cola through Blinkit or Zepto during match hours. Eligible participants will gain access to live sessions featuring pre-match predictions, real-time reactions, half-time discussions, post-match debates, trivia contests, giveaways and creator-led challenges.
The company said access to each stream will be limited, creating exclusivity around every match-night experience.
