Coca‑Cola has historically activated through storytelling, access, and shared fan experiences that emphasize emotion and togetherness. Across decades, the consistent theme has been connecting fans to the spirit of the tournament by celebrating moments, memories, and the collective passion surrounding the game.

Learn more about The Coca‑Cola Company and FIFA World Cup 2026™ Partnership

Coca‑Cola is a FIFA® Partner, providing exclusive beverage rights and organizing fan engagement activities in and around the tournament. Coca‑Cola helps deliver the emotional “feeling” of the FIFA World Cup™ by creating experiences that bring fans closer to the game in stadiums, fan zones, and local communities. This partnership spans multiple tournaments, host nations, and generations of fans.

Learn more on our FIFA World Cup 2026™ hub

During the FIFA World Cup™, Coca‑Cola activates through immersive fan experiences, interactive football challenges, and content featuring FIFA® Legends. The 2026 program includes Coca‑Cola’s “Uncanned Emotions” film series, the “JUMP” anthem with J Balvin and Amber Mark, Powerade’s “Power Your Fate” campaign, and a first-of-its-kind Panini partnership. These fan engagement activities are supported by local bottlers and partners, creating jobs and community events that connect fans to the tournament at both global and neighborhood levels.

Explore FIFA World Cup 2026™ activities, contests, and offers (U.S.)

Learn more on our FIFA World Cup 2026™ hub

Powerade’s role reinforces Coca‑Cola’s broader sports legacy by focusing on performance, preparation, and the moments that define elite competition. At FIFA World Cup 26™, Powerade will fuel the world’s game on the biggest stage yet. Powerade will keep elite athletes hydrated on the field and engage the next generation of football players across the globe.

Read about Powerade's "Power Your Fate" campaign for FIFA World Cup 2026™ 

Visit Powerade.com

FIFA® / FIFA World Cup 2026™: Powerade is the Official Sports Drink of FIFA World Cup 2026™. This includes prominent, high-profile integration across both the FIFA Club World Cup™ and FIFA World Cup 2026™.

Major League Soccer (MLS): Powerade is the Official Sports Drink of Major League Soccer. Powerade also holds multiple club-level sponsorships within MLS as official sports drink sponsor. 

U.S. Soccer: Powerade is the Official Sports Drink of U.S. Soccer, hydrating both the Men’s and Women’s National Teams.

CONMEBOL: Official partner for continental club tournaments and flagship events like the Copa América. 

Coca‑Cola is approaching innovation as a way to help fans feel closer to the FIFA World Cup™ by evolving how they experience, interact with, and participate in the tournament. Innovation spans packaging, digital platforms, partnerships, and fan experiences, all designed to reflect how modern fandom continues to change.

Learn more on our FIFA World Cup 2026™ hub.

Major innovation programs include collectible packaging initiatives, digital and social fan experiences, technology-enabled activations, and partnerships such as Panini. These platforms allow fans to engage with the tournament through both physical collectibles and connected digital experiences.

Learn more about our Panini Partnership

Coca‑Cola uses social-first activations, scan-to-engage mechanics, digital collectibles, and interactive content to reflect how fans consume and share moments today. Programs like Panini sticker integrations connect physical items with digital albums, creating a layered and participatory fan experience.

Learn more about our Panini Partnership

The goal of innovation is to evolve how fans experience the FIFA World Cup™ while reinforcing Coca‑Cola’s understanding of modern fandom. Innovation is positioned as a tool to amplify excitement, emotional connection, and long-term engagement with the tournament.

Learn more on our FIFA World Cup 2026™ hub

Coca‑Cola’s FIFA World Cup 2026™ innovation program is framed emotionally—designed to capture the moments when fans feel the game change. Approved examples include Powerade’s “Power Your Fate” campaign, which showcases preparation and game-changing moments from elite athletes including Lamine Yamal and Rodrygo Goes, and the first-of-its-kind Panini partnership, which transforms everyday Coca‑Cola bottles into collectible, interactive moments through physical stickers and digital experiences. Together, these activations bring fans closer to the players, teams, and moments that define the tournament.

Read about the Powerade campaign

Read about the Panini partnership

Coca‑Cola North America and Panini America have partnered to bring the iconic FIFA World Cup™ sticker ritual to fans across the U.S. and Canada through sticker bottles. For more details, read the press release.

The FIFA World Cup™ Trophy Tour by Coca‑Cola is the only official way fans can experience the Original FIFA World Cup™ Trophy in person. It is a cornerstone of Coca‑Cola’s legacy because it represents unmatched access, reinforcing the brand’s unique and long-standing role in FIFA World Cup™ history.

Get the latest on the FIFA World Cup™ Trophy Tour by Coca‑Cola

The FIFA World Cup™ Trophy Tour by Coca‑Cola has been brought to fans since 2006. The 2026 edition is set to be the largest in history, spanning across 30 countries and 75 stops turning the FIFA World Cup™ into a truly global shared experience.

Read the global press release

Get the latest on the FIFA World Cup Trophy Tour by Coca‑Cola

Wherever the FIFA World Cup™ goes, Coca‑Cola makes fans feel the home team spirit by activating through local partners, local jobs, and local communities. The Coca‑Cola system operates through local bottlers, suppliers, and employees, creating jobs and investment tied to FIFA World Cup™ activities in each host market. Coca‑Cola partners with local governments, community leaders, and grassroots groups to create positive impact that extends beyond the tournament, while spotlighting hometown heroes and employees across host markets. The tournament is global; the execution is deeply local—it takes a world of home teams to create a global tournament.

Learn more on our FIFA World Cup 2026™ hub

Each stop on the FIFA World Cup™ Trophy Tour by Coca‑Cola is designed to reflect the culture, fans, and stories of that community. The Trophy Tour focuses on community events, local media moments, and market-specific storytelling, with Coca‑Cola working alongside local bottlers and partners to spotlight hometown heroes and create shared experiences for families and local communities.

Learn more about the 2026 stops in the US and Canada on the FIFA World Cup™ Trophy Tour by Coca‑Cola page.

Beyond our FIFA® partnership, we support football at every level, from youth academies to professional leagues. We sponsor local tournaments, provide equipment to grassroots programs, and create platforms where young players can showcase their talents.

Our approach focuses on making football accessible and inclusive, regardless of economic background or geographic location. We believe football has the power to bring people together and create positive change in communities worldwide.

One current example is the Coca‑Cola FC Academy—a youth learning experience for ages 13+ available in the U.S. and Canada, delivered through partnerships with leading youth organizations including Boys & Girls Clubs of America, Special Olympics, Best Buddies International, National CARES Mentoring Movement, Girls Inc., and The King’s Trust Canada. Set against the backdrop of FIFA World Cup 2026™, the program connects students to industry professionals across five learning paths—sports marketing, media, sponsorships, creative design, and leadership—and aims to engage 6,000 youth participants and award 2,000+ U.S. Soccer referee certifications ahead of the tournament.

Read the launch announcement

Explore Coca‑Cola FC Academy

The FIFA World Cup™ Trophy Tour by Coca‑Cola serves as a platform to promote positive impact in local communities, including sustainability. For each edition, Coca‑Cola works with local teams, governments, and bottling partners to support initiatives such as packaging collection and recycling, aligned with the company’s broader sustainability ambitions shared on coca-colacompany.com.

These sustainability efforts help ensure that the excitement of hosting the trophy is matched by a commitment to leave a positive environmental footprint in the communities that welcome the Trophy Tour.

Source (Dec 16, 2025 press release)

Through six editions of the FIFA World Cup™ Trophy Tour by Coca‑Cola, more than 4 million fans across 182 markets have experienced the Original FIFA World Cup™ Trophy in person. The 2026 edition—launched in January and concluded in June ahead of FIFA World Cup 2026™—was the largest in the program’s 20-year history, reaching 75 stops across 30 countries. Each tour stop combined access to the Original Trophy with local events and media moments tailored to host communities.

Learn more about the FIFA World Cup™ Trophy Tour by Coca‑Cola

What countries did the FIFA World Cup™ Trophy Tour by Coca‑Cola visit?

The FIFA World Cup 2026™ Trophy Tour visited 30 FIFA® Member Associations, including all three host nations of FIFA World Cup 2026™—Canada, Mexico, and the United States—along with future FIFA World Cup™ and FIFA Women’s World Cup™ host nations. The route also reached Brazil (host of the FIFA Women’s World Cup 2027™), Morocco, Portugal, and Spain (FIFA World Cup 2030™ co-hosts), and Saudi Arabia (FIFA World Cup 2034™). 

The Trophy Tour route combined global reach with deep local presence, giving fans in both current and future host countries the chance to experience the Original Trophy up close.

What was the global schedule for the FIFA World Cup 2026™ Trophy Tour by Coca‑Cola?

The FIFA World Cup 2026™ Trophy Tour began January 3, 2026, in Riyadh, Saudi Arabia and concluded June 8, 2026 in Mexico City ahead of the FIFA World Cup 2026™ opening match. The tour spanned more than 150 tour days and featured 75 stops across 30 countries. The schedule was structured to build anticipation as the tournament approached, with the trophy traveling from global football markets into the three host nations.

Explore the North America stops

Learn more about the FIFA World Cup™ Trophy Tour by Coca‑Cola

What did fans experience at FIFA World Cup™ Trophy Tour by Coca‑Cola events

FIFA World Cup™ Trophy Tour by Coca‑Cola events were designed as festival-style experiences. Fans enjoyed an ice-cold Coca‑Cola and a photo moment with the Original FIFA World Cup™ Trophy, which remains in FIFA®’s possession and may only be touched by a select few, such as former FIFA World Cup™ winners, heads of state, and the FIFA® President. Each event featured interactive football challenges, games, music, DJs, and more. Multi-position photo setups allowed thousands of fans each day to capture their moment with the Original Trophy. Events were open to the public and free of charge, with a particular emphasis on families and local communities.

When did the FIFA World Cup™ Trophy Tour by Coca‑Cola visit the U.S. and Canada?

The Trophy Tour’s U.S. and Canada leg began March 24, 2026 in Los Angeles and concluded June 3, 2026 in New York New Jersey. The tour then returned to Mexico City for its final stops June 5–8, 2026 ahead of the FIFA World Cup 2026™ opening match.

Which cities in North America did the FIFA World Cup™ Trophy Tour by Coca‑Cola visit?

The Trophy Tour visited 38 cities across Mexico, the United States, and Canada—including all 16 FIFA World Cup 2026™ host cities and 22 additional markets. A significant share of the overall route was dedicated to the host nations, reflecting the scale of the tournament and the size of the fan base across these markets.

Explore the North America stops

Learn more about the FIFA World Cup™ Trophy Tour by Coca‑Cola