Coca-Cola’s ‘All the Feels’ Campaign for FIFA World Cup 2026

As the 2026 FIFA World Cup approaches, Coca-Cola has launched a global marketing campaign titled “All the Feels.” This initiative marks the brand’s 12th sponsorship of the FIFA World Cup and represents nearly five decades of association with the tournament.

Coca-Cola Taps into Fan Emotion for World Cup Campaign

The campaign is designed to connect with the emotional experience of World Cup fans, acknowledging the range of feelings from anticipation to disappointment. The first television spot, “Bubbling Up,” depicts the excitement surrounding the tournament spilling into everyday life, showcasing a fan’s energy in a crowded elevator.

Did You Know? Coca-Cola’s involvement with the FIFA World Cup dates back nearly five decades, with the “All the Feels” campaign representing their 12th official sponsorship.

“Bubbling Up” also previews Coca-Cola’s new World Cup anthem, a reimagined version of Van Halen’s 1983 hit “Jump.” The anthem features performances by J Balvin, Amber Mark, Steve Vai, and Travis Barker. Two additional television spots, “Uncanned Emotions” and “No Better Feeling,” are scheduled to roll out in April and June, respectively, coinciding with the tournament’s kickoff.

Strategic Focus on the Fan Experience

According to Islam ElDessouky, global VP of creative strategy and content at The Coca-Cola Company, the campaign is centered on the fan experience. ElDessouky stated that Coca-Cola aims to be “a companion to their entire experience,” whether fans are watching at home, in fan zones, or traveling to stadiums.

Expert Insight: By centering the campaign on the emotional connection fans have with the World Cup, Coca-Cola is attempting to solidify its brand identity as a ubiquitous part of the global sporting event, rather than simply a product being advertised during it. This approach aims for deeper resonance with consumers.

The campaign, developed in collaboration with Coca-Cola’s internal teams and WPP’s Open X, will extend beyond television commercials to include digital and social media activations, as well as on-the-ground experiences. These include a partnership with Panini for a custom World Cup collection in both physical and digital formats, and the FIFA World Cup 2026 Trophy Tour by Coca-Cola, offering fans access to the World Cup trophy.

Further campaign elements will include collaborations with content creators and appearances by prominent soccer players, such as Barcelona’s Lamine Yamal and Cameroon’s Roger Milla.

Frequently Asked Questions

What is the core message of Coca-Cola’s “All the Feels” campaign?

The campaign focuses on the emotional highs and lows experienced by fans while watching the FIFA World Cup, positioning Coca-Cola as a companion throughout that journey.

When will the remaining television spots in the campaign be released?

“Uncanned Emotions” is scheduled for release in April, and “No Better Feeling” will debut when the FIFA World Cup 2026 tournament begins in June.

Who are the artists featured on Coca-Cola’s new World Cup anthem?

The reimagined version of Van Halen’s “Jump” features performances by J Balvin, Amber Mark, Steve Vai, and Travis Barker.

How might brands continue to leverage emotional connections with major sporting events in the future?