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MARKETING CAMPAIGNS
Coca-Cola kicks off its emotion-packed FIFA World Cup ad campaign
By our African Marketing Confederation News Team | 2026
Tournament’s official soft drink sponsor aims to tap into the unifying power of fan emotions with three ad spots and supporting activations.
Coca-Cola has unveiled its global campaign as official soft drink sponsor of the 2026 FIFA World Cup, which kicks off in June in the United States.
Photo: Coca-Cola
Coca-Cola has unveiled its global campaign as official soft drink sponsor of the 2026 FIFA World Cup, which kicks off in June in the United States.
The soft drink giant plans to release three TV spots and short films in the lead-up to the tournament. The first, released this week, is titled ‘Bubbling Up’ and shows ordinary soccer fans getting excited about the tournament.
A second ad is titled ‘Uncanned Emotions’ and will launch in April. The third spot, titled ‘No Better Feeling’ will be unveiled as the tournament kicks off on 11 June.
‘Bubbling Up’ depicts soccer fans in day-to-day situations such as standing in a crowded lift or riding a subway train. Someone begins to watch soccer footage on their device, and the fans become excited and begin to dance and jump around.
The soundtrack is based on the high-energy ‘80s hit ‘Jump’, which was originally performed by Van Halen.
The raw emotions of fandom
The subsequent adverts in the campaign, according to Coca-Cola, will portray the raw emotions of fandom and the highs and lows of watching the World Cup tournament in action.
“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,” says Arnab Roy, President of the Global Category at the company.
“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.
“Football is more than a game; it’s a shared passion with a tapestry of emotions that unites billions.”
The marketing campaign includes digital and on-the-ground activations that showcase Coca‑Cola as the essential companion for fans throughout each game.
It includes the FIFA World Cup 2026 Trophy Tour by Coca‑Cola, a global exhibition that allows fans to enjoy a rare, close-up view of football’s greatest prize. The brand has also forged partnerships with a well-known soccer manager, influential football media leaders, and celebrated football sticker and album creator Panini.
You can watch a YouTube video of the first Coca-Cola campaign advertisement here.
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