Coca-Cola expands FIFA World Cup coin toss tradition

The initiative recognises individuals who have contributed to the growth of football across North America, ranging from athletes and investors to entertainers and cultural figures

Coca-Cola is extending one of football’s most recognisable pre-match rituals by introducing official Coca-Cola Coin Toss Assistants for the FIFA World Cup 26™, marking the first time the role has been expanded beyond match officials and team captains.

The initiative recognises individuals who have contributed to the growth of football across North America, ranging from athletes and investors to entertainers and cultural figures.

Programme debuts across tournament host cities

Coin Toss Assistants will join referees and team captains at midfield before selected matches, helping present the match coin and taking part in the ceremonial start of the game.

The programme began with Temwa Chawinga, forward for Kansas City Current and a two-time NWSL MVP and Golden Boot winner, who participated in the opening activation in Kansas City.

Temwa Chawinga: "Being able to be a part of this iconic ritual in my team’s city was a moment I’ll never forget. To see all the fans in the stadium from not only our community, but the world was incredible."

Temwa Chawinga: "I look forward to seeing all the people who get to share this unique experience alongside me."

Christine Sinclair joins tournament celebrations

Former Canadian international footballer Christine Sinclair served as the Coca-Cola Coin Toss Assistant during Canada's match against Qatar in Vancouver.

Christine Sinclair: "It’s incredibly special to be part of this historic tournament in my own backyard and I'm honored to have served as a Coca-Cola Coin Toss Assistant in Vancouver."

Christine Sinclair: "I’m thrilled to have helped kick off what I know will be an unforgettable celebration of soccer and celebrate the role this sport has held in my life."

According to Coca-Cola, the programme is designed to celebrate figures who have helped expand the sport's popularity and cultural influence throughout the region.

Celebrities and athletes participate

The inaugural group of Coin Toss Assistants includes athletes, entertainers and media personalities such as Ciara, Issa Rae, Uzo Aduba, Carmen Villalobos and Cristo Fernández, with additional participants expected to be announced during the tournament.

Miguel Saucedo, Senior Director, Marketing Activation for the FIFA World Cup 26™, Coca-Cola: "Coca-Cola’s Coin Toss Assistant program celebrates some of the many figures behind the growth of soccer in North America. We're thrilled to have these prominent figures, soccer fans and pivotal leaders be a part of the official start of the game for select matches, and feel the deeply rooted connection that Coca-Cola has to the pulse of the game."

Tournament schedule continues

Singer and entrepreneur Ciara participated in the programme during a match in Seattle, where she highlighted the broader cultural significance of the tournament.

Ciara, singer, entrepreneur and Coca-Cola Coin Toss Assistant: "It’s an honor to be part of a moment that brings the world together. As a proud owner of the Seattle Sounders FC, it's especially meaningful to celebrate this moment in a city that worked so hard to bring The FIFA World Cup™ here."

Ciara: "The FIFA World Cup™ is bigger than the game. The culture, connection, and community is so special, and a reminder of the power sports have to inspire and unite people."

Upcoming Coin Toss Assistant appearances include Cristo Fernández in Los Angeles, Jon Montgomery in Vancouver, Uzo Aduba in Boston, Issa Rae in Los Angeles and Carmen Villalobos in Miami as the tournament continues across North America.

www.coca-colacompany.com

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