Coca-Cola North America and Panini America are celebrating the FIFA World Cup 2026 with peel-back labels revealing collectable stickers on select bottles.
Fans are invited to purchase 20-oz bottles of Coca-Cola and Coca-Cola Zero Sugar, then peel back the label to reveal a randomly inserted Panini sticker.
There are twelve special-edition stickers to collect, each depicting football players from ten countries participating in the 2026 FIFA World Cup – including Antonee Robinson and Weston McKennie from the USA, Edson Álvarez and Santiago Giménez from Mexico, and Alphonso Davies from Canada.
Other stickers feature Harry Kane (England), Joshua Kimmich (Germany), Virgil van Dijk (Netherlands), Lamine Yamal (Spain), Gabriel Magalhães (Brazil), Jefferson Lerma (Colombia) and Lautaro Martínez (Argentina).
Over one billion special-edition Panini stickers are being distributed globally. The stickers can be inserted into a dedicated Coca-Cola page in the Official FIFA World Cup 2026 Sticker Album, or scanned with a smartphone to build a digital sticker album in the Panini Digital App.
Panini FIFA World Cup stickers were first introduced during the 1970 FIFA World Cup in Mexico. With forty-eight nations set to compete in the World Cup across Canada, Mexico, and the United States in 2026, Panini’s collaboration with Coca-Cola will help fans create a keepsake to commemorate this year’s tournament.
“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.”
“Coca‑Cola has always played a role in bringing people together during the world’s biggest moments in sport,” added 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.”
In other World Cup news, Bitburger has launched a new series of collectable, limited-edition beer cans to coincide with Germany’s appearance at the 2026 FIFA World Cup. Supported by independent brand design agency Derek&Eric, the cans are designed to reflect the passion, pride and nostalgia of German football fans.
Similarly, Budweiser previously commemorated the England Lioness’ back-to-back victories at European football championships with limited-edition ‘Home Again’ cans. AB InBev’s in-house creative agency, Draftline, created the design to go alongside in-store activations and a socialgiveaway for cans signed by England legend Fara Williams.
Hellmann’s Brazil also joined forces with the National Basketball Association to distribute limited-edition squeezy bottles of mayonnaise, with each flavour linked to a basketball team. Apparently, the campaign resulted in an eight-fold rise in sales and a twelve-fold increase in value.
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