- Coca-Cola unveiled its global campaign as official soft drink sponsor of the FIFA World Cup, with ads that rework Van Halen’s “Jump” as an anthem for fan excitement, based on a press release.
- The brand will release three TV spots within the lead-up to the World Cup in June with the primary, “Bubbling Up,” showing on a regular basis fans as they get stoked in regards to the soccer tournament. A second ad, “Uncanned Emotions,” is ready to drop in April while the ultimate spot, “No Better Feeling,” is timed to the World Cup kickoff.
- In addition, Coke is running digital and on-site activations and lengthening its partnership with Panini to incorporate a sticker collection featuring top athletes from all over the world. The “All the Feels” effort spans 180 markets and sees Coke positioning sports fandom as a unifying, highly emotional moment for consumers.
Coke, one of FIFA’s longest-standing sponsors, is depicting the build-up in fan anticipation for the World Cup with creative that pulls on the nice vibes of Van Halen’s “Jump.” The synth-heavy ‘80s hit has been reimagined as a brand anthem with help from musicians J Balvin, Amber Mark, Steve Vai and Travis Barker.
In Coke’s first World Cup ad, “Bubbling Up,” people in on a regular basis situations, like standing in a crowded elevator and riding the subway, catch someone watching soccer footage and turn out to be unable to contain their emotions. “It’s coming!” they shout as “Jump” swells within the background. Future ads will depict the raw emotions of fandom and the highs and lows of watching the World Cup in motion.
“At Coca‑Cola, we imagine within 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,” said Arnab Roy, president of the worldwide category at Coke, in an announcement. “Through modern experiences and compelling content, we’re bringing fans closer than ever before, whether or not they’re cheering in digital spaces, local bars, or at-home watch parties.”
The campaign’s thematic throughline of unity comes at a highly fractured time for global politics, with rising tensions between the U.S. and allies in regions like Europe. The World Cup is being hosted across North America, including several U.S. cities. Former FIFA president Sepp Blatter this week signaled support for a proposed boycott of games hosted on U.S. turf.
Beyond the TV elements, Coke is bringing to market several digital and in-person experiences, including a FIFA World Cup 2026 Trophy Tour exhibition that gives a close-up have a look at the tournament’s top prize and partnerships with football managers and media figures. The brand can also be extending its work with sports memorabilia firm Panini to feature collectible athlete stickers that could be acquired through physical and digital activations. QR codes on Coke packaging may also be scanned to enter for the possibility to win prizes, akin to World Cup tickets.
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