Coca-Cola Campaigns to Make Sweden's 2026 World Cup Match Days Official Holidays

As Sweden prepares to compete in the 2026 FIFA World Cup, Coca-Cola has launched an initiative to designate Sweden's match days as official public holidays. This campaign, named 'Röda dagar' (Red Days), invites the public to vote on whether match days should gain this status to accommodate fans eager to follow the tournament.

A survey conducted by Coca-Cola among Swedes aged 18-34 revealed that 25% want more flexible working hours during World Cup matches, with the same share supporting making these days public holidays. The enthusiasm is particularly strong among men and young adults, with Göteborg residents showing heightened engagement—22% are willing to watch matches live late at night, exceeding the national average of 15%.

Victoria Adolfsson, Coca-Cola's brand manager in Sweden, highlighted the significance of Sweden's qualification after an eight-year break and acknowledged the challenges posed by match timings across time zones. The campaign will be backed by various ambassadors, including Sporttouchen, Behrouz Badreh, Emil Hansius, Hanna Friberg, Sanna Guidetti, and Anis Don Demina, and supported through both digital and physical promotions.

This initiative reflects the intersecting interests of football fans and workplace flexibility, aiming to foster a more accommodating culture for major sporting events in Sweden. The World Cup itself, scheduled from June 11 to July 19 across North America, promises historic moments, including appearances from football legends and a spectacular halftime show, underscoring the global excitement that also fuels local enthusiasm in Sweden.