Coca-Cola backs AI Mourinho social series
Created and led by Footballco, the project will see two virtual versions of José Mourinho debate opposing viewpoints on football topics
Footballco has partnered with The Coca-Cola Company to launch José vs. Mourinho, a real-time social content series featuring an AI-powered digital replica of football manager José Mourinho during the FIFA World Cup 2026.
Created and led by Footballco, the project will see two virtual versions of José Mourinho debate opposing viewpoints on football topics throughout the tournament, delivering daily social-first content designed to capture the emotion and unpredictability of the competition.
Footballco develops social-first entertainment format
The series was created in partnership with José Mourinho and developed by Footballco's editorial team alongside entertainment studio GRAiL. The project uses Google Cloud technologies to create a digital twin of Mourinho that mirrors his personality, mannerisms and communication style.
Rather than focusing on tactical analysis, the content is designed as entertainment, with the two versions of Mourinho debating football storylines and fan reactions in a humorous and exaggerated format.
José Mourinho: "I have had many battles in football, but this may be the funniest one yet: arguing with myself every day. Football is emotion, instinct and passion – and sometimes fans' emotions shift every few minutes during a match. This project is about enjoying those emotions with humor and not taking ourselves too seriously."
More than 200 pieces of content planned
Footballco will produce and distribute more than 200 pieces of content during the tournament through its football media brand GOAL.
Episodes will be published across TikTok, Instagram, YouTube, X and Facebook, with Footballco managing a multilingual content ecosystem designed for real-time audience engagement. The campaign will also be supported by the company's network of football-focused creators and influencers.
Coca-Cola supports FIFA World Cup activation
As presenting sponsor, Coca-Cola brought together the partners behind the initiative and supported the development of the content experience.
The project explores how AI technology can be combined with creative storytelling and sports entertainment to create new fan experiences during major sporting events.
Stefano D'Anna, President, Footballco: "There are few characters in football as entertaining as José Mourinho and few brands with as deep a legacy with the FIFA World Cup™ as Coca Cola. We are thrilled to bring our expertise to this campaign, delivering dynamic, premium content that enriches the fan experience during the world's most celebrated tournament."
AI and creativity combine for fan engagement
Manolo Arroyo, Executive Vice President and Chief Marketing and Customer Commercial Officer, The Coca-Cola Company: "With 'José vs. Mourinho', we're bringing together an incredible group of partners across football, creativity and technology to create something football fans have never seen before. This is entertainment and storytelling built for modern football culture that is real-time, social and engaging, while bringing to life the rollercoaster of emotions fans experience during matches."
According to Footballco, the series represents an experiment in AI-powered storytelling and sports entertainment, combining human creativity with technology to create content tailored to modern social media audiences.
The initiative forms part of Coca-Cola's wider FIFA World Cup 2026™ programme, which also includes global advertising campaigns, the FIFA World Cup Trophy Tour by Coca-Cola and a Panini sticker collaboration.
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