Coca-Cola & FIFA: A Partnership That Transforms the Global Football Experience

Since its formal association with FIFA in 1974, Coca-Cola has become one of the most enduring corporate partners of the FIFA World Cup. With a relationship spanning over four decades, Coca-Cola has continuously engaged football fans globally, creating innovative experiences through various FIFA events. Notably, Coca-Cola has been present at every FIFA World Cup since 1950, contributing to the event’s global excitement and celebrating football’s universal appeal.

Live reaction from Coca-Cola Headquarters after Mexico, Canada and the United States were named hosts of the 2026 FIFA World Cup. We’re #ReadyFor the games to begin! pic.twitter.com/Yn4TkE4sh3

— The Coca-Cola Co. (@CocaColaCo) June 13, 2018

Coca-Cola’s partnership with FIFA continues to thrive, with a renewed agreement running through 2030, covering a wide range of FIFA’s events worldwide, including the FIFA Men’s, Women’s, and Youth Tournaments. This long-term collaboration highlights the brand’s commitment to supporting global football, enhancing the fan experience, and driving anticipation for every FIFA event, from youth tournaments to the FIFA World Cup.

FIFA World Cup Trophy Tour: A Journey of Magic

Since 2006, Coca-Cola has exclusively activated the FIFA World Cup Trophy Tour—a worldwide experience that allows millions of fans to witness the iconic World Cup Trophy up close, fueling excitement ahead of the tournament. In 2018, Coca-Cola celebrated the 4th edition of the World Cup Trophy Tour, offering fans from around the world a chance to see the coveted trophy in person.

A look back at #TrophyTour across the USA! Are you ready to believe? #FIFAWorldCup #BelievingIsMagic pic.twitter.com/8gMoAZgQvY

— Trophy Tour (@TrophyTour) November 15, 2022

Partnership with Panini: Creating Collectible Experiences

Coca-Cola also strengthens its relationship with Panini, the global leader in licensed collectibles. Together, Coca-Cola and Panini have launched exclusive FIFA digital and physical sticker albums, engaging millions of fans and enhancing their connection to the World Cup tournaments.

Sponsorship of FIFA/Coca-Cola Rankings

Coca-Cola is also a proud sponsor of the FIFA/Coca-Cola World Ranking for men’s and women’s national teams. This partnership plays a key role in tracking global football performance and showcasing the incredible achievements of teams and players worldwide.

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