While Pepsi is working on domination over Coca-Cola at the Super Bowl, Coca-Cola has set its sights on the FIFA World Cup 2026, as a partner for nearly five decades. The campaign aims to sweep football fans up in the thrill of the game, the emotional rollercoaster and fandom excess that draw millions of fans from throughout the world.

The global WPP OpenX campaign led by Ogilvy US with VML WPP Production and WPP Media, introduces a new brand platform, Feel It All, and will include three films and run in 180 markets, all aimed at revving up fan passion through the drama and delight of its sharp twists and turns. The first, Bubbling Up, includes a sneak preview of the new Coca‑Cola anthem featuring global superstars, J Balvin, Amber Mark, Steve Vai and Travis Barker, ahead of its official release. The new anthem will feature a reimagined version of Van Halen’s 1980s hit, Jump, performed by an all-star lineup of global music artists. ​

“Football is more than a game; it’s a shared passion with a tapestry of emotions that unites billions,” said Arnab Roy, president, Coca‑Cola Global Category, in the campaign blog. “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. 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.”

The second and third TVC  will also run in the lead-up and throughout FIFA World Cup 2026. Uncanned Emotions, set for an April 2026 release, will highlight Coca‑Cola’s presence during major FIFA World Cup moments, showing the emotions of fans – always with a Coke in hand. No Better Feeling will go live as the tournament commences, illustrating Coca‑Cola’s role in every emotional high and low throughout the competition.

Coca‑Cola is also continuing its partnership with Panini for FIFA World Cup 2026 with a custom sticker collection, featuring athletes from some of the world’s biggest clubs and federations. The campaign will also include a series of FIFA World Cup activations in the months ahead.