Coca-Cola kicks off its FIFA World Cup 2026 campaign, reimagining Van Halen’s “Jump” and rolling out global ads, digital activations, and fan experiences.
Coca-Cola has unveiled its worldwide campaign as the official soft drink sponsor of the FIFA World Cup, introducing a series of advertisements built around a reimagined version of Van Halen’s 1980s hit “Jump.”
The campaign will feature three television spots rolling out in the months leading up to the tournament in June. The first ad, “Bubbling Up,” depicts everyday fans as their excitement for the event reaches a tipping point. A second spot, “Uncanned Emotions,” is scheduled for April, followed by “No Better Feeling,” timed to coincide with the tournament kickoff.
Beyond television, Coca-Cola plans a broad mix of digital content and on-site activations across 180 markets. The brand is also extending its long-running partnership with Panini to offer a collectible sticker series featuring top players from around the world.
Branded as the “All the Feels” campaign, the effort positions soccer fandom as a powerful, unifying experience that brings people together through shared emotion.
Reimagining an ’80s Classic
Coca-Cola, one of FIFA’s longest-standing corporate partners, is leaning heavily into nostalgia and energy for the campaign. The familiar synth-driven sound of “Jump” has been reworked into a global brand anthem with contributions from musicians J Balvin, Amber Mark, Steve Vai, and Travis Barker.
In the opening ad, ordinary moments—standing in a crowded elevator or riding a subway—turn electric when someone begins watching soccer highlights. Onlookers erupt in excitement, shouting “It’s coming!” as the song swells in the background.
Future commercials will explore the full emotional spectrum of the World Cup experience, from nail-biting tension to euphoric celebration.
“At Coca-Cola, we believe in the power of shared experiences,” said Arnab Roy, president of the company’s global category. “Our creative vision is to harness the incredible energy of the FIFA World Cup and the rollercoaster of emotions only this tournament can deliver, transforming them into real, tangible connections.”
Roy added that the campaign is designed to reach fans wherever they gather—online, in local bars, or at home watch parties.
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A Unifying Message in a Divided Moment
The campaign’s focus on unity arrives at a time of heightened geopolitical tension, particularly between the United States and several international allies. The 2026 World Cup will be hosted across North America, including multiple U.S. cities, placing the tournament squarely at the intersection of sports and global politics.
Former FIFA president Sepp Blatter recently expressed support for calls to boycott matches held in the United States, underscoring the complex backdrop to this year’s event.
Activations Beyond Advertising
Coca-Cola’s World Cup push extends well beyond traditional media. Fans will be able to participate in a FIFA World Cup 2026 Trophy Tour, offering an up-close look at the sport’s most coveted prize. The brand is also collaborating with soccer managers and media personalities to create additional digital content.
Through its partnership with Panini, Coca-Cola will distribute collectible athlete stickers via both physical packs and online experiences. QR codes on Coca-Cola packaging will allow consumers to enter sweepstakes for prizes, including tickets to World Cup matches.
The campaign was developed by OpenX, WPP’s dedicated agency for Coca-Cola, led by The Ogilvy Group with support from VML, Burson, WPP Media, and WPP Production.
