Coca-Cola and FIFA Launch 'Every Throw-In Counts' Fan Challenge for

Coca-Cola and FIFA have launched Every Throw-In Counts, a fan challenge running alongside the FIFA World Cup 2026™ that invites supporters to participate in the tournament through everyday actions. The initiative encourages fans worldwide to complete simple activities, upload photos, and earn chances to win exclusive prizes.

How the Challenge Works

Participants sign up at everythrow.com, create a profile, and select the national team they support. They then complete activities from a list that includes recycling, using public transport, choosing reusable items, playing football, hosting a watch party, or taking part in challenges at FIFA Fan Festivals and stadiums. Each completed activity earns goals for their chosen team, contributing to national leaderboards where fans compete for the top spot.

To ensure fairness, the platform uses a photo verification system inspired by football's VAR technology. Submitted images are reviewed to confirm they match the activity entered, ensuring that goals reflect genuine participation.

Campaign Ambassadors and Quotes

Football superstar Lamine Yamal and legendary manager José Mourinho feature in campaign content and social media, each taking on the recycling “Throw-In” challenge to demonstrate how easy it is to participate.

“Coca-Cola has long created experiences that help fans connect with football in meaningful ways, and Every Throw-In Counts builds on that legacy by turning simple everyday actions into a new way to engage with FIFA World Cup 2026™,” said Francisco Balbuena, Vice President Sustainability, Coca-Cola North America. “By signing up and choosing their country, fans can complete activities that celebrate football, inspire positive action in their communities and be part of the tournament wherever they are.”

Christian Karembeu, FIFA World Cup™ winner, added: “Every Throw-In Counts shows that the FIFA World Cup 2026™ is about more than what happens on the pitch. What I like about this program is that it gives fans a simple and enjoyable way to get involved. Whether it’s recycling, playing football or taking part in challenges with friends and family, every action helps your team score goals and adds to the spirit of the World Cup.”

Prizes and Participation

Fans in the USA and Canada have the opportunity to win prizes including TRIONDA Official Match Balls of FIFA World Cup 2026, signed merchandise, and other exclusive rewards. New prize drops will be announced throughout the tournament. Since launching last week, over 3,100 fans have registered, and more than 22,000 goals have been scored.

Romy Gai, Chief Business Officer of FIFA, commented: “FIFA World Cup 2026™ is bringing fans together on an unprecedented scale, and Every Throw-In Counts gives global supporters another way to be part of the tournament. It combines football, sustainability and friendly competition, giving fans the chance to score for their team and win some incredible prizes along the way.”

The challenge runs for the duration of the tournament, ending on July 19, 2026. Fans can sign up and start scoring at everythrow.com.