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

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™ 

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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.

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.

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