Across our markets, football is culture, passion, pride and belonging. It is the sound of fans gathering before kick-off, the excitement of watching together, and the moments of togetherness that stay long after the final whistle.
As the FIFA World Cup™ 2026 brings the world together, Coca-Cola HBC is using the power of football to create value well beyond the tournament, connecting fans, consumers, customers and communities through moments that feel local, relevant and memorable.
Building on The Coca-Cola Company’s long-standing partnership with FIFA, Coca-Cola brings the energy and optimism of the game to fans around the world, while Powerade contributes its strong sports credentials as the official sports drink.
Across our markets, our long-term football approach is brought to life through national team partnerships, limited-edition packaging, fan prizes, HoReCa experiences, public viewings, digital engagement and the AI-enabled Penalty Kick Challenge.
The Penalty Kick Challenge is an AI-enabled experience created at the CCHBC Digital Innovation Hub, giving consumers the chance to recreate famous football penalties and test their skills. Inspired by the passion for the game, it has quickly become part of how we bring engaging football experiences to life across our markets and is now live in the US as an activation for VIP Hospitality for the final games. From its first pilot at our Leadership Conference to wider market activation, its journey shows how innovation and cross-functional collaboration can turn a strong idea into an experience that works at scale.
Through the omnichannel approach, these touchpoints help customers capture the excitement around football while making our brands a natural part of the moments people share before, during and after matches.
Our 24/7 portfolio gives us a distinctive opportunity to meet a wide range of consumer occasions, from socialising and at-home viewing to on-the-go refreshment and HoReCa experiences. For fans, it means more ways to enjoy the game. For customers, it means stronger visibility, greater relevance, and more opportunities to engage consumers during one of the biggest cultural moments of the year.
For our teams, it is also a powerful reminder of what football can achieve when activated with scale, creativity and passion: connecting people, strengthening partnerships and creating shared rituals that last well beyond the tournament.