Why the summer of sport matters for businesses and communities in Scotland

This summer, football fans across Scotland will once again be glued to the FIFA World Cup, likely filled with a mixture of hope, optimism and perhaps a contingency plan for disappointment. As the tournament unfolds in North America, millions of people across the country will gather in homes, pubs and community spaces to cheer on their teams and share in the excitement of one of sport’s biggest global events.

But while the World Cup may capture global attention, another major sporting event will be taking place much closer to home. The Commonwealth Games are returning to Glasgow for the first time since 2014, bringing thousands of athletes and spectators to the city and placing Scotland firmly in the international spotlight once again.

For businesses with deep roots in Scotland, events like these are also an opportunity to support local communities and showcase the role Scottish manufacturing continues to play on the international stage. 

Coca-Cola has been a part of major sporting moments for over five decades as a FIFA World Cup partner. This year, we’re supporting the tournament through Powerade’s “Power Your Fate” campaign, which recognises that success is rarely left to chance and is instead built through preparation and hard work. 

That idea of preparation extends beyond sport. Throughout this summer’s tournament, we’ll be working closely with hospitality and retail partners across Scotland as they prepare for increased demand and make the most of one of the busiest trading periods. From independent convenience stores to local pubs and restaurants, major sporting occasions can provide a valuable boost for businesses that sit at the heart of communities. Events of this scale create opportunities for global brands and for local businesses serving communities across the country every day.

We’re also proud to be supporting Glasgow 2026 as the Official Soft Drinks Partner to the Commonwealth Games and an Official Partner of Team Scotland. For us, that partnership has a particular local significance. Our East Kilbride site has been manufacturing drinks in Scotland for more than 60 years and will help supply the Games this summer, as Glasgow’s hospitality venues prepare for an expected boost, with pubs, clubs and restaurants able to open for an extra hour during the Games.

Supporting Glasgow 2026 feels especially meaningful because of the site’s long-standing connection to the local community and its role as one of Scotland’s largest manufacturing facilities. Many of our colleagues helping to produce and distribute drinks for the Games live and work in the communities that will welcome athletes and spectators this summer, contributing to an event taking place on right on their doorstep.

However, the greatest opportunity lies not in the event itself but in the legacy it leaves behind.

These events can also provide a platform for progress on wider societal priorities; the benefits can extend beyond the sporting programme itself and into the communities hosting the event.

For example, to support Glasgow 2026’s commitment to a greener games, we’re partnering with Keep Scotland Beautiful to clean up riverbanks closest to the  Commonwealth Games venues near to the River Clyde. We’ll also be working with venue waste management teams to encourage recycling throughout the Games. All bottles sold at venue outlets will be recyclable, with the 500ml range made from 100% recycled plastic*. 

But no single organisation can create a meaningful legacy on its own. Lasting impact happens when businesses, governments, charities and communities work together towards a common goal.

That’s why Scotland’s summer of sport matters. It creates an opportunity to strengthen communities and ensure the benefits of these events are felt long after the crowds have gone home.

And unlike predicting Scotland’s chances at the World Cup, that’s an outcome we can be fairly confident about.

*Excluding caps and labels.

This article is sponsored by Coca-Cola Europacific Partners.

www.cocacolaep.com