Coca-Cola has unveiled ‘Matchday Hangout’, a creator-driven football watch-along format designed to transform how fans in India experience live matches during the FIFA World Cup season.
The initiative reimagines late-night football viewing as an interactive, community-led digital experience, allowing fans to engage in real-time conversations, reactions and debates alongside popular creators. The format will run across 12 live national streams, reflecting the increasingly social and digital-first nature of sports consumption in India.
The show features creators Rohan Joshi, Sakshi Shivdasani and Kaashvi Hiranandani as hosts, with appearances from personalities such as Zervaan Bunshah, Varun Thakur and footballer Dalima Chhibber on select matchdays.
Produced in partnership with RevSportz, the live show blends sports coverage with entertainment, aiming to deliver a “sportainment” experience that combines commentary, humour, fan interaction and storytelling.
Coca-Cola said the initiative builds on its longstanding association with FIFA, but adapts it to a creator-first, digitally native format. The focus is on recreating the shared emotions of match nights, traditionally experienced in groups, within an online, interactive environment.
Fans can access the watch-along streams through a commerce-led entry mechanic, where ordering Coca-Cola via platforms such as Zepto and Blinkit during match hours unlocks participation. Each entry provides access to limited-capacity sessions featuring pre-match predictions, live gameplay reactions, halftime discussions, post-match analysis, trivia and interactive challenges.
The limited availability of access is designed to create exclusivity around each session, turning matchdays into appointment-driven digital events. Participants also have the chance to win Coca-Cola merchandise, including mini fridges, apparel and accessories.
Coca-Cola’s marketing team highlighted that the format takes a community-first approach, aligning with how younger audiences increasingly consume live sports—through social media, influencers and shared digital experiences rather than traditional broadcast alone.
RevSportz, which powers the production and distribution, emphasised that the concept taps into football’s inherent culture of conversation and collective fandom, translating it into a scalable digital format tailored for India’s audience.
Matchday Hangout signals Coca-Cola’s continued push into creator-led marketing and social commerce integrations, combining live content, influencer engagement and instant purchase journeys into a single consumer experience.
By merging sport, entertainment and digital participation, the brand is positioning itself at the intersection of fan culture, content and commerce, aiming to make football nights more immersive, interactive and socially connected for Indian viewers.
For all updates on the Coca Coca Matchday Hangouts programme, follow RevSportz
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