Coca-Cola Launches academy focused on sports marketing skills

With FIFA World Cup 26 approaching, The Coca-Cola Company has introduced Coca-Cola FC Academy, a soccer-inspired learning and career development program designed to prepare young people in the U.S. and Canada for roles in sports marketing and adjacent industries.

The initiative combines practical training, industry access and mentorship to give participants a pathway into career opportunities connected to the tournament and the wider sports ecosystem.

Coca-Cola launches learning platform for future talent

Coca-Cola FC Academy builds on the company’s long association with the FIFA World Cup, offering an educational model that blends digital coursework with support from bottling partners and youth-focused organisations. The company aims to extend its community impact by fostering economic inclusion and skill development around the tournament.

Alba Baylin, Vice President of Stakeholder and Social Impact Management, The Coca-Cola Company, North America: “We live by our purpose to refresh the world and make a difference and through experiences like Coca-Cola FC Academy, we’re investing in the skills, confidence, and career pathways that help young people succeed, while supporting organizations that uplift communities. Whether it’s on the soccer field or off it, we believe our role goes far beyond delivering refreshing beverages and are committed to creating a lasting impact that empowers and benefits the places we serve.”

Program offers curriculum, certifications and career access

Participants progress through modules covering sports marketing, media, sponsorships, creative design and leadership, led by subject-matter experts from Coca-Cola and the wider sports community. Students can earn digital certifications, connect with mentors and access job opportunities through a dedicated career board.

Jim Clark, CEO, Boys & Girls Clubs of America: “For over 75 years, Coca-Cola has been a vital partner in our mission to strengthen local communities. Collaborating with them on the Coca-Cola FC Academy has been both a privilege and a powerful opportunity to make a difference. This new resource elevates our joint commitment to helping young people build workforce skills, explore different career paths, and prepare for great, successful futures — all through an engaging and interactive experience.”

Program goals ahead of tournament play

By the start of tournament matches next year, the academy aims to engage 6,000 young people across the U.S. and Canada, train 130 FIFA volunteers and support more than 2,000 U.S. Soccer referee certifications, addressing a national shortage and creating new entry points into the sport.

Jenny Chiu, professional sports reporter, former collegiate player and academy professor: “I jumped at the opportunity to be part of the Coca-Cola FC Academy because I immediately recognized the gap it could help fill in the soccer landscape, especially for young people. Coca-Cola has built an engaging, thoughtful experience that empowers those of us who have benefitted so much from the beautiful game, including myself, to pay it forward and invest in the development of the next generation.”

Coca-Cola expands community investment alongside academy launch

The company is widening its economic empowerment programs in host cities across the U.S. and Canada, with initiatives focused on entrepreneurship, workforce readiness and educational advancement. Increased support for the Urban Poverty and Business Initiative at the University of Notre Dame, Easterseals and Phi Theta Kappa Honor Society will expand access to business training, mentorship and job placement.

Together, these investments and the rollout of Coca-Cola FC Academy are intended to ensure that the energy of the tournament drives long-term community benefit.

www.coca-colacompany.com

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