Coca-Cola Cheers on Fans with 'Fan Work Is Thirsty Work' Campaign

Coca-Cola is kicking off the 2026 football season with its latest campaign, 'Fan Work Is Thirsty Work', which puts fans and their game-day rituals at the center of attention. The campaign spans multiple platforms, including television, social media, digital, experiential, retail, commerce, and PR.

The brand is celebrating the hard work that fans put into supporting their teams, from tailgating and cheering in stadiums to watching games at home and engaging online. Limited-time team packaging will feature 13 college and 12 professional football teams in select markets, allowing consumers to access personalized team experiences and win prizes.

Coca-Cola is also taking its campaign on the road with a 74-stop tour, bringing the brand and locally focused fan experiences to partner school campuses during the college football season. The brand will participate in Big Noon Kickoff and Coca-Cola Bowl Season, as well as integrate with Yahoo! Sports College Fantasy Football.