Coca-Cola brings back football fan campaign

The campaign focuses on the effort fans put into supporting their teams, from tailgating and stadium celebrations to watching games at home and following the action online

Coca-Cola is bringing back its Fan Work Is Thirsty Work campaign for the 2026 football season, with a programme of fan experiences, team-branded packaging, creator partnerships and live events designed to celebrate the rituals and traditions surrounding the sport.

The campaign will run across television, social media, digital platforms, retail, commerce, public relations and experiential marketing. Activities include a 74-stop tour, partnerships with Big Noon Kickoff and Coca-Cola Bowl Season, and the brand's first integration with Yahoo! Sports College Fantasy Football.

Coca-Cola targets football fans across key channels

Coca-Cola aims to connect with fans across these settings throughout the season.

Stacy Jackson, VP of Coca-Cola Trademark at 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. 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."

Team packaging and promotions support engagement

For a limited period, promotional packaging across Coca-Cola products will feature 13 college football teams and 12 professional football teams in selected markets. Consumers can scan the packs to access personalised team experiences and enter competitions to win game-day tickets, merchandise, digital gift cards and other prizes.

The campaign will also introduce recurring Friday for the Win prize drops throughout the season. At participating food service locations, consumers who purchase a Coca-Cola can receive an exclusive football-themed cup or scratch card offering additional chances to win.

Coca-Cola takes fan experiences on the road

The 74-stop Fan Work Is Thirsty Work tour will bring Coca-Cola experiences to partner university campuses throughout the college football season, with additional appearances at selected professional football tailgates. Activities will combine chilled beverages with experiences inspired by local fan communities.

Coca-Cola will also activate the campaign through Big Noon Kickoff and Coca-Cola Bowl Season. Its integration with Yahoo! Sports College Fantasy Football will extend the brand's presence into fantasy sports, giving it another way to connect with fans who follow teams, compete and engage throughout the season.

Social content puts dedicated fans in focus

Coca-Cola will use social-first content and creator partnerships to spotlight the people behind football fandom. Fans from partner universities will feature in content tied to key matchups, bringing the atmosphere of tailgates and stadiums to audiences watching from home or engaging online.

The campaign also includes a refreshed Scream television advertisement, which portrays fans expressing their passion across different game-day settings and positions Coca-Cola as a companion throughout the season.

Beyond American football, Coca-Cola will run hockey-focused activations in Canada and selected US markets, extending its sports marketing activity to additional fan communities.

www.coca-colacompany.com

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