Coca‑Cola is kicking off the <a href="https://comicvibe.com/emudeck-vs-batocera-vs-retrodeck-200-systems-gap-2026/” title=”EmuDeck vs Batocera vs RetroDECK: 200+ Systems Gap [2026]”>2026 football season with the return of “Fan Work Is Thirsty Work,” celebrating the passion, rituals and traditions fans bring to every rivalry and game-day moment
- Coca‑Cola is putting fans at the center of its 2026 football campaign, celebrating the everyday moments that made fandom special.
- Throughout the season, Coca‑Cola will connect with fans through limited-time team packaging, a 74-stop “Fan Work Is Thirsty Work” Tour, Big Noon Kickoff, Coca‑Cola Bowl Season and first-ever integration with Yahoo! Sports College Fantasy Football.
- The campaign spans TV, social, digital, experiential, retail, commerce and PR.
- Through social-first content and creator partnerships, Coca‑Cola will spotlight real fans and celebrate the behavior, energy and hype that define football fandom.
Celebrating the Work Behind Fandom
Being a football fan takes work. It’s cheering until you lose your voice, tailgating for hours before kickoff, following every play from the couch and keeping the group chat going long after the final whistle.
Coca‑Cola knows the best fans are the ones putting in the fan work – cheering the loudest, tailgating the longest and pouring their heart and soul into every game-day moment.
Building on the “Fan Work Is Thirsty Work” platform, Coca‑Cola is celebrating the fans who bring energy to the season, whether they’re in the stadium, at a tailgate, gathered for a watch party, following from home or connecting online.
“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,” said Stacy Jackson, VP, Coca‑Cola Trademark, Coca‑Cola North America. “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.
Showing Up Wherever Fans Do the Work
Coca‑Cola will meet fans across the season with experiences that bring “Fan Work is Thirsty Work” to life on campus, at retail and in the moments surrounding the game.
For a limited time, promotional packaging across Coca‑Cola products will feature 13 College and 12 Pro football teams in select markets. Fans can scan the packs to connect with personalized team experiences and opportunities to win game-day tickets, merchandise, digital gift cards and more, with new “Friday for the Win” prizes dropping throughout the season.
At participating food service locations, fans who purchase a Coca‑Cola can also receive an exclusive Coca‑Cola Football cup or scratch card with access to additional chances to win.
Coca‑Cola is also taking “Fan Work Is Thirsty Work” on the road with a 74-stop tour, bringing ice-cold Coca‑Cola and locally inspired fan experiences to partner school campuses throughout the college football season, with additional stops at select professional tailgates.
Beyond the tour, Coca‑Cola will show up through Big Noon Kickoff and Coca‑Cola Bowl Season, while an all-new integration with Yahoo! Sports College Fantasy Football will connect the brand to another way fans follow, compete and engage throughout the season.
Spotlighting Football’s Hardest-Working Fans
On social, Coca‑Cola will put the people behind the fandom front and center through game-day content and creator partnerships, with more surprises in store for the most dedicated fans throughout the season. Real fans from Coca‑Cola partner schools will be featured during key matchups, bringing the energy of tailgates and stadiums to those following the action from home and online.
On TV, a refreshed “Scream” spot celebrates fans giving their all across the many places football fandom happens, while highlighting Coca‑Cola as the ultimate fan companion throughout the season.
The campaign also includes hockey-focused activations in Canada and select U.S. markets.
More information about Coca‑Cola Football and “Fan Work Is Thirsty Work” can be found HERE.
