Coca-Cola celebrates football fans with 2026 campaign

The campaign focuses on the work fans put into supporting their teams, from tailgating and cheering in stadiums to watching games at home

Coca-Cola is returning with Fan Work Is Thirsty Work for the 2026 football season, placing fans and their game-day rituals at the centre of a campaign spanning television, social, digital, experiential, retail, commerce and PR.

The campaign will connect with fans through limited-time team packaging, a 74-stop Fan Work Is Thirsty Work tour, Big Noon Kickoff, Coca-Cola Bowl Season and the brand’s first integration with Yahoo! Sports College Fantasy Football.

Coca-Cola celebrates the rituals behind fandom

The campaign focuses on the work fans put into supporting their teams, from tailgating and cheering in stadiums to watching games at home and keeping conversations going online. Coca-Cola will use social-first content and creator partnerships to highlight fans and the behaviours that shape football culture.

Stacy Jackson, VP, Coca-Cola Trademark, Coca-Cola North America: “Football fandom is about so much more than what happens on the field. It’s the traditions, rituals and energy fans bring to every game-day moment,” said Stacy Jackson, VP, Coca-Cola Trademark, Coca-Cola North America. “With ‘Fan Work Is Thirsty Work,’ we’re celebrating that passion and showing up with an ice-cold Coca-Cola wherever fans are putting in the work throughout the season.

Limited-time promotional packaging will feature 13 college and 12 professional football teams in select markets. Consumers can scan participating packs to access personalised team experiences and opportunities to win tickets, merchandise, digital gift cards and other prizes, including Friday for the Win offers throughout the season.

Coca-Cola takes Fan Work Is Thirsty Work on tour

At participating food service locations, consumers who purchase Coca-Cola can receive a football-themed Coca-Cola cup or scratch card offering additional opportunities to win prizes.

The brand will also take the platform on the road with a 74-stop tour, bringing Coca-Cola and locally focused fan experiences to partner school campuses during the college football season, alongside selected professional tailgates.

Football partnerships extend across media and digital

Coca-Cola will also participate in Big Noon Kickoff and Coca-Cola Bowl Season, while its integration with Yahoo! Sports College Fantasy Football will connect the brand with fans who follow and compete through fantasy sports.

On social media, Coca-Cola will feature fans from partner schools during key matchups and work with creators to produce game-day content. The activity will highlight the atmosphere of tailgates and stadiums for audiences watching and engaging online.

Coca-Cola puts dedicated fans in the spotlight

A refreshed Scream television spot will feature fans giving their all across different football settings, positioning Coca-Cola as part of their game-day routines.

The campaign will also include hockey-focused activations in Canada and selected U.S. markets, extending the brand’s fan-focused approach beyond football.

www.coca-colacompany.com

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