Coca-Cola and FIFA have unveiled Every Throw-In Counts, a fan engagement campaign designed to give football supporters around the world an opportunity to contribute to the excitement of the FIFA World Cup 2026 in a unique way.
Running throughout the tournament, the initiative encourages fans to complete a variety of everyday activities, upload proof through photographs, and earn points that contribute to the national team they support.
Participants will also have opportunities to win exclusive rewards during the competition.
Everyday Actions Become Part of the World Cup Experience
Unlike traditional fan competitions, Every Throw-In Counts blends football with community-minded and environmentally conscious activities.
Supporters can score goals for their chosen nation by completing tasks such as recycling, using public transportation, selecting reusable products, organizing World Cup watch parties, playing football, or participating in activities at FIFA Fan Festivals and tournament stadiums.
The concept aims to make it possible for fans to engage with the World Cup regardless of whether they are attending matches in person.
Coca-Cola Highlights Sustainability and Fan Participation
Francisco Balbuena, Vice President of Sustainability for Coca-Cola North America, said the campaign continues the company’s long-standing commitment to creating memorable football experiences for supporters.
He explained that Every Throw-In Counts transforms simple daily actions into meaningful contributions, allowing fans to celebrate football while promoting positive habits within their communities. By registering and selecting their national team, participants can actively support their country throughout the tournament.
Football Stars Help Launch the Campaign
The promotional campaign features Spanish rising star Lamine Yamal alongside legendary manager José Mourinho, both demonstrating the recycling-themed “Throw-In” challenge across campaign materials and social media platforms.
Their involvement is intended to show supporters that participating requires only simple everyday actions while reinforcing the campaign’s focus on football and sustainability.
Former FIFA World Cup winner Christian Karembeu also praised the initiative, saying it expands the tournament experience beyond the matches themselves by giving supporters enjoyable ways to contribute, whether through recycling, football activities, or challenges shared with friends and family.
Fans Compete for National Leaderboard Success
Participants can register through the Every Throw-In Counts platform, create a personal profile, select the country they wish to represent, and begin completing eligible activities.
Each verified submission earns goals that are added to national leaderboards, allowing countries to compete against one another throughout the tournament.
The campaign has already attracted strong early participation, with more than 3,100 registered users and over 22,000 goals recorded since its launch.
Exclusive Rewards Available for North American Participants
Fans residing in the United States and Canada will have access to additional prize opportunities during the competition.
Available rewards include official FIFA World Cup 2026 TRIONDA match balls, signed memorabilia, and other exclusive merchandise, with additional prize releases scheduled throughout the tournament.
FIFA Says Challenge Strengthens Global Fan Engagement
Romy Gai, FIFA’s Chief Business Officer, described Every Throw-In Counts as another way to unite supporters during what is expected to be the largest FIFA World Cup ever staged.
He said the initiative combines football, sustainability, and friendly competition while allowing fans worldwide to support their national teams and compete for valuable prizes.
Photo Verification System Designed to Ensure Fair Play
To maintain the integrity of the competition, organizers have introduced a photo verification process modeled after football’s Video Assistant Referee (VAR) system.
Every uploaded image will be reviewed to confirm that it matches the completed activity before goals are awarded, helping ensure that leaderboard standings reflect genuine participation.
Campaign Continues Until the World Cup Final
Every Throw-In Counts will remain active for the duration of the FIFA World Cup 2026 and conclude on July 19, the day of the tournament final.
Supporters can continue registering, selecting their favorite national team, completing challenges, and contributing goals as countries compete both on the pitch and through fan participation around the world.
