With the world’s biggest quadrennial sporting event just 10 days away, SU has been capturing unique brand activations and crossover campaign insights into the longstanding partnership between FIFA and The Coca-Cola Company, a FIFA partner since 1976 and an official sponsor since 1978. Let’s take a closer look at this epic partnership:

FIFA World Cup Trophy Tour by Coca-Cola

The World Cup Trophy Tour–which kicked off in Dubai in May and included 51 countries and territories–wraps up this week in Toronto, its last stop in North America (host of the 2026 World Cup) before the trophy heads to Qatar for the hotly anticipated 2022 event, beginning November 20. For the first time ever, the tour visited all 32 countries that qualified for this year’s World Cup–bringing Coca-Cola and FIFA one step closer to their goal of visiting each of FIFA’s 211 member associations by 2030.

In another first, all activations throughout the tour were digitally led–reducing waste and minimizing consumption of water, energy, and materials at each stop–in a nod to the beverage giant’s wide-ranging sustainability efforts.

SponsorUnited was on the ground for the tour’s stop in Dallas earlier this week. The seamless, two-day event proved to be a terrific experience for fans, who enjoyed activities including fast-feet interactive games and foosball. At Coke Ink Studio, they could get “inked” with temporary tattoos of Coke cans bearing promises they’d make if the US wins the World Cup, part of the company’s sprawling “Believing Is Magic” campaign (detailed below). Other fan favorites: a photo opp with the trophy, sponsored by Coca-Cola, as well as a chance to create a Panini trading card with a selfie.  

“Believing Is Magic”Campaign

To inspire fans worldwide to share the commitments they make in support of their favorite teams, Coca-Cola unveiled the “Believing is Magic” campaign in September, spotlighting authentic moments of connection between fans, and the beliefs, rituals, and promises inherent in World Cup fandom. In keeping with Coca-Cola’s focus on digitally driven initiatives, the campaign features an online hub that connects fans across the world, and three digital films about the promises fans make if their team wins.

Taglines like, “If we win I’ll get a tattoo” will also feature on special edition “promise” packaging worldwide–part of Coca-Cola’s commitment to immerse fans in soccer’s unifying magic.

Once the World Cup kicks off on November 20, Coca-Cola will also unveil a program that highlights fan superstitions during matches. New packaging also will showcase team colors and shared promises.

World Cup 2022 Anthem: “A Kind of Magic”

On October 19, Coca-Cola and Universal Music Group announced the unveiling of the FIFA World Cup 2022 campaign anthem–a multicultural reimagining of Queen’s iconic track, “A Kind of Magic.”

A collaboration between three female recording artists–Danna Paola of Mexico, Felukah of Egypt, and Tamtam of Saudi Arabia–the song was released on October 21, as was the accompanying performance video, filmed in Mexico City. The video captures the excitement for one of the biggest sporting events on the planet, fusing Latin and Arabic culture with the impassioned world of the FIFA World Cup.

An electrifying performance of “A Kind of Magic” is scheduled for the World Cup opening ceremony on November 20, when Qatar will face off against Ecuador to jumpstart the FIFA festivities.