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2022 FIFA WORLD CUP

Long-time sponsor Coca-Cola kicks off its soccer World Cup campaign

By our News Team | 2022

Brand is celebrating the passionate journey of football fans around the world through a new campaign called ‘Believing is Magic’.

As anticipation builds for the November start of the 2022 FIFA World Cup in Qatar, long-term sponsor Coca-Cola has announced that it is celebrating the passionate journey of football fans through a new global campaign called ‘Believing is Magic’.

The brand recently launched an integrated digital-driven marketing strategy which will unfold over the coming months through a suite of digital films that aim to capture the full extent of fans’ devotion for their teams.

2022 FIFA World Cup

Photo credit: Coca-Cola Company

“These [digital films] show the outlandish promises many fans would make if their team could win the World Cup – from getting a tattoo, to shaving their head, to running to work every day,” the company explains.

It adds that it is also inviting viewers to share their own promises for possible inclusion in Coca-Cola packaging, digital content or outdoor creative strategies. 

The ‘Believing is Magic’ campaign also will include: 

  • A World Cup Trophy Tour by Coca-Cola, which is bringing the solid-gold original trophy to 51 countries and territories. 
  • A digital hub where fans can compete and predict winners of World Cup matches, connect to social platforms, and share emotions, excitement and memories.
  • A partnership with Panini, the official licensed sticker album of the FIFA World Cup 2022, on 14 player stickers that fans can collect and trade, both physically and digitally.

“The world is clearly excited to celebrate a sense of normalcy again and this is a big milestone,” said Brad Ross, VP of Global Sports & Entertainment Marketing for The Coca-Cola Company.

“These last few years have been challenging for major sports events. The Tokyo Olympic Games were postponed due to Covid-19 and the FIFA World Cup was pushed to November to ensure mild temperatures for teams and fans. 

“Giving a region its first opportunity to host a FIFA World Cup is incredibly exciting. I was in South Africa when the first-ever [tournament] was held on the African continent. We’re excited about the opportunity to democratise the sport and take it to all corners of the globe. 

“We also see it as the world’s coming-out party after years of lockdown. Ticket applications quadrupled [versus] previous FIFA World Cups.”

The Believing is Magic campaign builds on the brand’s well-established ‘Real Magic’ branding platform which launched in September 2021 with a focus on ‘shared moments’.

Coca-Cola has partnered with FIFA since 1974 and been an official sponsor of the World Cup since 1978.

Watch one of the Coca-Cola World Cup 2022 digital films here.

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