Coca-Cola and FIFA launch World Cup fan challenge

The initiative combines football-themed, lifestyle and community activities, allowing fans to upload photos of completed challenges for the chance to win prizes

Coca-Cola and FIFA have launched Every Throw-In Counts, a fan engagement campaign running throughout the FIFA World Cup 2026™ that encourages supporters to complete everyday activities and earn rewards while contributing to their chosen national team's leaderboard.

The initiative combines football-themed, lifestyle and community activities, allowing fans to upload photos of completed challenges for the chance to win prizes. Participants can support their preferred FIFA World Cup 2026 team by scoring goals through activities completed during the tournament.

Campaign combines football and sustainability

Activities include recycling, using public transport, choosing reusable items, playing football, hosting watch parties and taking part in challenges at FIFA Fan Festivals and stadiums.

Footballers Lamine Yamal and José Mourinho feature in the campaign, demonstrating the recycling-themed Throw-In challenge across campaign content and social media to encourage fan participation.

Platform rewards fan participation

Fans can register at everythrow.com, create a profile, select the team they support and complete activities to contribute goals to national leaderboards. Since launching, more than 3,100 fans have registered and recorded more than 22,000 goals.

Supporters in the US and Canada are eligible to win prizes including TRIONDA Official Match Balls of FIFA World Cup 2026™, signed merchandise and other rewards, with additional prize drops planned throughout the tournament.

Challenge runs until tournament final

The platform uses a photo verification system inspired by football's VAR technology to confirm that submitted images match the activities entered before goals are awarded.

Francisco Balbuena, Vice President Sustainability, Coca-Cola North America: “Coca Cola has long created experiences that help fans connect with football in meaningful ways, and Every Throw-In Counts builds on that legacy by turning simple everyday actions into a new way to engage with FIFA World Cup 2026™. By signing up and choosing their country, fans can complete activities that celebrate football, inspire positive action in their communities and be part of the tournament wherever they are.”

Christian Karembeu, FIFA World Cup winner: "Every Throw-In Counts shows that the FIFA World Cup 2026™ is about more than what happens on the pitch. What I like about this program is that it gives fans a simple and enjoyable way to get involved. Whether it’s recycling, playing football or taking part in challenges with friends and family, every action helps your team score goals and adds to the spirit of the World Cup."

Romy Gai, Chief Business Officer, FIFA: “FIFA World Cup 2026™ is bringing fans together on an unprecedented scale, and Every Throw-In Counts gives global supporters another way to be part of the tournament. It combines football, sustainability and friendly competition, giving fans the chance to score for their team and win some incredible prizes along the way.”

Every Throw-In Counts will run until 19 July 2026.

www.coca-colacompany.com

www.fifa.com

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