
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 for the 2026 World Cup that rewards everyday sustainable actions. Participants complete activities like recycling or using public transport, upload photos, and score goals for their chosen team to win prizes. Over 3,100 fans have registered, scoring more than 22,000 goals since the campaign began.


