Coca‑Cola North America and Panini America Partner to Bring Iconic FIFA World Cup™ Ritual to Fans Across the U.S. and Canada
Partnership turns everyday Coca‑Cola bottles into collectible moments ahead of FIFA World Cup 2026™; Fans can insert stickers into Panini’s Officially Licensed Sticker Album of the FIFA World Cup 2026™ on a dedicated Coca‑Cola page
As anticipation builds toward the FIFA World Cup 2026™, Coca‑Cola North America today announced a first-of-its-kind partnership with Panini America, FIFA’s exclusive partner for official stickers and trading cards, to introduce a special collectible sticker experience embedded directly within the Coca‑Cola bottle label.
For the first time in North America, Panini FIFA World Cup™ stickers – long regarded as a pre-tournament ritual for football fans around the globe – will be available through select Coca‑Cola and Coca‑Cola Zero Sugar 20-oz bottles. The collaboration offers a new, tangible way for fans across the U.S. and Canada to experience this beloved tradition and connect with the world’s game in the lead-up to the largest FIFA World Cup™ in history.
As part of the execution fans will then be able to insert those stickers on a dedicated Coca‑Cola page in the Official FIFA World Cup 2026™ Sticker Album. More than one billion special edition Panini stickers will be under the label globally.
The special-edition collection features 12 international football stars representing ten nations competing in FIFA World Cup 2026™, including:
- Alphonso Davies – Canada
- Antonee Robinson – USA
- Edson Álvarez – Mexico
- Gabriel Magalhães – Brazil
- Harry Kane – England
- Jefferson Lerma – Colombia
- Joshua Kimmich – Germany
- Lamine Yamal – Spain
- Lautaro Martínez – Argentina
- Santiago Giménez – Mexico
- Virgil van Dijk – Netherlands
- Weston McKennie – USA
Beginning April 20, fans can collect the stickers by purchasing participating Coca‑Cola products. Each 20-oz bottle features a peel-back label that reveals a randomly inserted Panini sticker – turning a simple purchase into a moment of discovery and anticipation familiar to collectors worldwide.
In addition, fans can also build a digital sticker album by scanning their stickers into the Panini Digital App.
“Coca‑Cola has always played a role in bringing people together during the world’s biggest moments in sport,” said Shakir Moin, Chief Marketing Officer, Coca‑Cola North America. “As the FIFA World Cup™ comes to North America for the first time in more than three decades, we saw an opportunity to introduce a global fan ritual to a new generation – one that celebrates the joy of collecting, the thrill of the reveal, and the shared passion that unites fans everywhere.”
To complete the experience, the Coca‑Cola x Panini stickers will have a dedicated page within the official Panini FIFA World Cup 2026™ sticker album, making them a permanent part of Panini’s historic FIFA World Cup™ collection. Fans must collect all 12 players to complete the Coca‑Cola page.
For more than 50 years, Panini’s FIFA World Cup™ sticker collections have served as a cultural countdown to kick off in countries around the world. First introduced during the 1970 FIFA World Cup™ in Mexico, the albums have become keepsakes that capture the players, teams, and stories of each tournament. With 48 nations set to compete across Canada, Mexico, and the United States in 2026, this year’s collection will be the largest in Panini’s history.
“Panini stickers are more than collectibles – they’re a shared tradition that connects generations of fans to the FIFA World Cup™,” said Mark Warsop, Chief Executive Officer of Panini America. “Partnering with Coca‑Cola allows us to introduce that tradition to even more fans in North America in a way that feels accessible, exciting, and truly celebratory.”
Additional Coca‑Cola activations tied to FIFA World Cup 2026™ will be announced in the months ahead, inviting fans to celebrate every step of the journey to kickoff.
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Additional Info on Panini
www.paniniamerica.net, www.paninigroup.com, http://blog.paniniamerica.net/
