On a recent late night in Nanjing, Jiangsu province, the sound of sizzling skewers and clinking glasses filled a Baoji barbecue restaurant. Highlights from the 2026 FIFA World Cup were played on a large screen. There was no designated fan zone or special match-night event. The soccer broadcast had simply become part of the restaurant's nightly rhythm.
Li Yuanyuan still remembers when soccer barely mattered to her business. She started with a single street-side BBQ stall. Today she runs more than 20 Baoji BBQ outlets and employs around 300 people. In 2025, her brand sponsored the Nanjing soccer team in the Jiangsu provincial city league, also known as Suchao.
"Prior to getting involved with Suchao, I didn't expect so many fans to come out just for soccer," Li said."Soccer brings a unique kind of energy that people want to share."
Zhou Li, who runs a local soccer fan group of more than 500 members, was among the diners. He said his summer has revolved around two competitions: the World Cup airing in the early morning hours, and Suchao on weekends.
"Before, people watched games at home on TV or computers," he said."Now it is part of eating out and hanging out."
A native of Suqian in Jiangsu, Zhou is now based in Nanjing. Every week, the 27-year-old gathers with his soccer friends at a BBQ venue. The gatherings are informal, but frequent enough that "eating skewers, drinking Coke and watching soccer" has become part of everyday life rather than a special occasion.
"This fusion of sports, local retail and catering is unlocking consumption demand," said Jason Yu, general manager of CTR Market Research."It is translating community vibrancy into domestic consumption growth."
The trend can be seen across China, as more soccer fans are moving from private viewing at home to shared viewing in restaurants, night markets and neighborhood stores.
"Tournament matches of the World Cup take place in the early morning," Yu said. "That shifts viewing into restaurants, delivery and group settings rather than traditional retail hours."
Match nights now reshape operations across several of Li's restaurants. Large screens are installed near dining areas, with colorful decorations when bigger games are on.
"Stores now prepare additional refrigerated inventory before major matches, with beverage demand often peaking around halftime and post-match gatherings," Li said.
Baoji BBQ has embraced both the World Cup and Suchao craze with support from Jiangsu Swire Coca-Cola, which has worked with its stores on soccer-themed consumer experiences during major tournaments such as the World Cup.
The beverage company has supplied the stores with soccer-themed promotional items — including soccer balls, vuvuzelas and themed gifts to help create gathering spaces for soccer fans.
"A stadium is built for watching soccer," she said. "Here, we adapted the space, so people can enjoy the matches while eating together."
Li spoke highly of Coca-Cola's willingness to work with small businesses. "Coca-Cola is widely recognized, and they still spend time working with small business owners like us," Li said.
Working with the multinational has also pushed Li to strengthen operational standards as the business expanded from a roadside stall into a regional chain.
"We've learned a great deal about standardized operations and store management through working with Coca-Cola," she said.
Her business is part of a wider ecosystem of local stores, restaurants and neighborhood businesses that connect global brands with Chinese consumers in everyday life, and Li advised other international brands hoping to deepen their presence in the Chinese market to work closely with local businesses and communities.
Gilles Leclerc, president of The Coca-Cola Company Greater China and Mongolia, said their business in China depends heavily on its local partners.
"These partners in catering and retail sectors are central to how products reach consumers every day," he said. "Coca-Cola has been operating in China for more than 40 years, and throughout that time we've grown alongside local businesses. China is our home ground, and we are committed to growing together with our partners."
As well as directly benefiting local businesses such as Li's, such support also helps drive local consumption and creates jobs. Behind a single soccer viewing night is a broad network of distributors, delivery workers, restaurant staff, refrigeration services, packaging suppliers and neighborhood retailers operating around the extended late-night demand.
Within Coca-Cola's network in China, which spans manufacturing, logistics and retail distribution, the company estimates that each direct job supports an additional eight related roles across the value chain, forming a total of over 310,000 associated jobs.
China has more than 127 million individually owned business households, supporting nearly 400 million jobs across the services sector, according to official data.
As the 2026 FIFA World Cup gets underway in the United States, Canada and Mexico this summer, Coca-Cola China has invited participants from its catering and retail networks, including Li, to attend matches in person.
"When people cheer for a goal with a Coke in hand," said Li, who just returned from Canada, "it doesn't matter if it's a stadium or a small restaurant. It feels like the same passion — people sharing it together."
Back to match nights, Li is among a rising number of restaurant operators who have said that late-night soccer screenings are bringing longer customer stays, higher drink orders and more group dining occasions during tournaments.
Data suggest that where people watch matches has become closely linked to what they consume. That means that the real battleground for beverage producers has shifted from on-screen advertising to the street.
"True channel innovation isn't just about adding shelf space — it's about engineering new occasions," Yu of CTR said.
Jonathan Yan, a partner at global consultancy company Roland Berger, added that the World Cup represents a quintessential high-impact, high-context consumption scenario.
"It naturally drives behaviors such as group viewing and late-night dining, creating a significant uplift across beer, liquor and soft drinks alike," said Yan. "Most importantly, the true value of this scenario-based marketing lies in its ability to strengthen brand mind-share — an asset whose long-term worth far outweighs the gains of short-term sales conversion alone."