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When the US Supreme Court struck down affirmative action in higher education in 2023, the burgeoning diversity, equity, and inclusion (DEI) space sustained a major blow. While high-profile companies like Ford Motor, Lowe’s, and Google have scaled back or entirely ended DEI initiatives, the Coca-Cola Company is standing behind its commitment to promoting diverse voices and creating equitable and inclusive environments for its employees and communities.
“Diversity, equity, and inclusion are at the heart of our values and our growth strategy and play an important part in our company’s success,” Coca-Cola’s diversity and inclusion website leads off. “We leverage the remarkable diversity of people across the world to achieve our purpose of refreshing the world and making a difference. Our aspiration is not only to mirror the diversity of the communities where we operate, but also to lead and advocate for a better shared future.”
Coca-Cola’s DEI initiatives are centered around three pillars: creating a workforce that mirrors the markets it serves, enabling inclusive culture where employees thrive, and advancing equity within its business, communities, and marketplace.
With that goal in mind, Coca-Cola has created a variety of inclusion networks to help minorities connect with each other and allies. In the US, Coca-Cola boasts an Asian Pacific, Black Employee, Hispanic + Leadership, KO-GEN, LGBTQ+ & Allies, Military Veterans, This-Ability, and Women’s Inclusion networks along with a whole host of business forums that provide networking, volunteer, and professional development opportunities focused on select skill sets and industries.
Coca-Cola’s focus on embracing diversity will be on full display in 2026 when the US plays host (along with Mexico and Canada) to the FIFA World Cup. Coca-Cola, an official sponsor of the 2026 World Cup, is one of FIFA’s longest-standing corporate partners with a formal association that dates to 1974.
Since 2006, Coca-Cola has sponsored the FIFA World Cup Trophy Tour, which has allowed millions of people the opportunity to see the actual cup in “World Cup” up close and personal. The tour is also an ideal way to help activate fans, both new and old, and build excitement for the upcoming World Cup tournament.
From 2019 to 2022, FIFA revenues reached a record $7.57 billion, despite the COVID-19 pandemic. While television rights were the highest source of income, marketing rights with partners like Coca-Cola, Adidas, and others have helped the sport truly become an iconic world event.
The company also landed a long-term partnership agreement with the US Soccer Federation to “support the sport’s growth across all levels by using the reach and relevance of its brands to build participation, champion player development, promote inclusion, and engage fans,” according to a Coca-Cola press release.
“We’re incredibly excited to have Coca‑Cola North America join US, Soccer and there’s no better time for us to embark on this long-term strategic partnership,” US Soccer President Cindy Parlow Cone said in the release. “This is a pivotal time for soccer in our country, and we have a massive opportunity to realize exponential growth in the United States in the coming years. Coca‑Cola’s global impact on the sport is undeniable, and having an iconic brand with us on our journey during this unique moment in time will be game-changing.”
The partnership with the US Soccer Federation includes the creation of legacy events that will create opportunities for US Youth National teams as well as Extended National Teams throughout the country.
Aiding Coca-Cola’s commitment to DEI along with its marketing efforts is general counsel for Canada and USA North as well as head of legal for North America, Scott Kirkpatrick. Kirkpatrick, a baseball coach in his spare time, is no stranger to the sporting world. He’s also garnered recognition as a Legal 500 GC Powerlist honoree and 2015 Canada “Rising Star: Leading Lawyers Under 40” feature. For nearly fourteen years, the lawyer has headed up senior legal counsel duties at Coca-Cola, earning two promotions including his current role.
The generalist has expanded his purview through the decade and will now be a legal lead for one of the most high-profile ad campaigns anywhere on earth.
“There is much to appreciate about working with Scott, especially his respectful leadership style when collaborating with legal teams, animated by a deep understanding of Coca-Cola’s important place in the world.”
–Alan Gardner, Litigation Partner & Head of Securities Litigation
“Scott is incredibly knowledgeable about many areas of the law. He oversees the legal functions of various divisions within the organization, managing complex global issues with remarkable skill. Scott’s leadership and mentoring have earned him public recognition, and I consider him an exceptional professional and a valued client of our firm.”
–Lori Hall, Partner
