Coca-Cola captures football’s emotional highs and lows in FIFA World Cup 2026 campaign

Atlanta, United States – The Coca-Cola Company has launched its global FIFA World Cup 2026 campaign, inviting fans worldwide to embrace the emotional highs and lows that define football’s biggest stage. 

Building on nearly five decades as a FIFA partner across 12 tournaments, the brand continues its role as the official soft drink of the FIFA World Cup 2026™.

The campaign opens with “Bubbling Up”, the first of three new Coca-Cola films created for the tournament, capturing the anticipation that builds as the World Cup approaches. 

The film offers a preview of a new Coca-Cola anthem featuring J Balvin, Amber Mark, Steve Vai, and Travis Barker, ahead of its official release. 

The track reimagines Van Halen’s iconic 1980s hit Jump, celebrating the full spectrum of emotions experienced by fans, from euphoric highs to nail-biting tension.

Throughout the months-long campaign, Coca-Cola will spotlight football as a shared emotional experience, refreshing fans as they ride the drama, passion, and unpredictability of the game. 

Digital and on-the-ground activations will position Coca-Cola as a constant companion across every match moment, including the FIFA World Cup 2026 Trophy Tour by Coca-Cola, which offers fans a rare close-up of football’s most coveted prize. 

The brand has also partnered with figures across the football ecosystem, including a legendary manager, influential football media leaders, and Panini.

“Football is more than a game; it’s a shared passion with a tapestry of emotions that unites billions,” said Arnab Roy, president, Coca-Cola Global Category. 

Roy added, “At Coca-Cola, we believe in the power of shared experiences. Our creative vision for this campaign is to harness the incredible energy of the FIFA World Cup and the rollercoaster of emotions that only this tournament can deliver, transforming them into real, tangible connections. Through innovative experiences and compelling content, we’re bringing fans closer than ever before, whether they’re cheering in digital spaces, local bars, or at-home watch parties.”

Two further films will follow. “Uncanned Emotions”, set for release in April 2026, will depict fans’ raw reactions during key World Cup moments, while “No Better Feeling” will launch as the tournament begins, portraying Coca-Cola’s presence through every emotional turn of the competition.

Coca-Cola will also continue its collaboration with Panini, introducing a custom FIFA World Cup 2026 sticker collection featuring athletes from leading clubs and federations. 

Fans will be able to collect both physical and digital stickers, preserving iconic players and teams from the tournament.

More immersive activations are set to be unveiled in the lead-up to FIFA World Cup 2026, as Coca-Cola invites fans to feel every moment, from the first whistle to the final celebration.