Coca‑Cola gets fans bubbling ahead of FIFA World Cup 2026

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Coca‑Cola has unveiled the first phase of its global campaign for the FIFA World Cup 2026, inviting fans to ride football’s emotional rollercoaster. The effort builds on nearly five decades of partnership with FIFA, with Coca‑Cola returning as the tournament’s official soft drink.

The campaign launches with “Bubbling up”, the first of three films crafted for the World Cup. It offers a sneak peek of Coca‑Cola’s new anthem featuring J Balvin, Amber Mark, Steve Vai, and Travis Barker. The track reimagines Van Halen’s 1980s hit Jump, aiming to capture the highs and lows of football fandom.

The 60-second film opens with a woman in a lift, holding a Coca‑Cola bottle, as a TV host announces that the World Cup is just around the corner. She glances at another passenger, who is playing a football game on his phone.

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The scene shifts to a corporate office, where a man’s attention is caught by a colleague watching highlights from past FIFA World Cups on a computer. Bubbles rise in a Coca‑Cola bottle, then the film moves to a hospital, where a couple hears a commentator on a screen hyping the tournament and spotlighting Barcelona youngster Lamine Yamal.

The final sequence unfolds on a train. A man begins clapping, drawing attention from fellow passengers. Soon, everyone chants in unison: “It’s coming,” capturing the mounting excitement for one of the world’s biggest sporting events.

Over the coming months, Coca‑Cola will roll out two additional films. “Uncanned emotions”, arriving in April, will spotlight fan reactions during key tournament moments, while “No better feeling” will debut as the competition begins, showing how the beverage accompanies every emotional peak and trough.

Beyond film, the brand is leaning on activations to engage fans. The FIFA World Cup 2026 trophy tour by Coca‑Cola offers a rare close-up of the trophy, while a renewed partnership with Panini will deliver a custom sticker collection spanning clubs and federations. Fans can collect both physical and digital stickers of some of the world’s top athletes.

Coca‑Cola said these activations aim to reinforce its position as an essential companion to fans, refreshing them through every goal, loss, and celebration. Additional immersive campaigns are set to roll out in the lead-up to the tournament.

“Football is more than a game; it's a shared passion with a tapestry of emotions that unites billions. At Coca‑Cola, we believe in the power of shared experiences," said Arnab Roy, president, Coca‑Cola global category.

He added, "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.”

Coca‑Cola’s campaign follows other brands leaning into the World Cup buildup. Last November, adidas released "LA PREPARACÍON AMERICANA" (“The American Preparation”), a short film showing global football stars taking unconventional approaches to prep for FIFA World Cup 2026.

The film follows World Cup stars, Trinity Rodman, Florian Wirtz, Lamine Yamal, Lionel Messi, and Edson Álvarez, showcasing unconventional training and playful challenges across Manhattan, Spain, and Mexico City. It underscores adidas’s 50-year FIFA partnership and its role supplying the tournament’s match ball TRIONDA and jerseys for more than 22 federations, while spotlighting the players poised to define the next World Cup.

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