Collectible FIFA World Cup Stickers To Be Found in Coca-Cola Bottle Labels
By Gary Symons
TLL Editor in Chief
Coca-Cola North America and Panini America have announced a unique partnership that will place official FIFA World Cup stickers inside select Coca-Cola bottle labels.
The collaboration marks the first time the collectible sticker format has been integrated directly into product packaging in North America.
Beginning April 20, consumers who purchase participating Coca-Cola and Coca-Cola Zero Sugar 20-oz bottles can peel back the label to find a randomly inserted Panini sticker. Each sticker will feature one of 12 international players representing 10 of the nations competing in FIFA World Cup 2026.
The stickers are also designed to fit onto a dedicated Coca-Cola page in the official Panini FIFA World Cup 2026 Sticker Album, requiring all 12 player stickers to complete the page. Panini says more than one billion special-edition stickers will be distributed globally through the program.
Shakir Moin, chief marketing officer of Coca-Cola North America, said the partnership is intended to introduce a global collecting tradition to fans in the region as the tournament arrives on North American soil for the first time since 1994.
“Coca-Cola has always played a role in bringing people together during the world’s biggest moments in sport,” Moin said. “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.”
The 12 featured players are Alphonso Davies of Canada, Antonee Robinson and Weston McKennie of the United States, Edson Alvarez and Santiago Gimenez of Mexico, Gabriel Magalhaes of Brazil, Harry Kane of England, Jefferson Lerma of Colombia, Joshua Kimmich of Germany, Lamine Yamal of Spain, Lautaro Martinez of Argentina, and Virgil van Dijk of the Netherlands.
Mark Warsop, chief executive officer of Panini America, said the Coca-Cola collaboration extends the reach of a tradition that spans more than five decades.
“Panini stickers are more than collectibles; they’re a shared tradition that connects generations of fans to the FIFA World Cup,” Warsop said. “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.”
Panini has produced official FIFA World Cup sticker collections since the 1970 tournament in Mexico. The 2026 edition will be the largest in the company’s history, with 48 nations competing across matches held in Canada, Mexico and the United States.
Fans can also scan stickers into the Panini Digital App to build a digital version of their album. Coca-Cola said additional activations tied to the tournament will be announced in the coming months.