Smart brands know that the biggest global events are not just watched. They are felt. With the FIFA World Cup 2026 approaching, Coca-Cola once again leans into something it has mastered for decades: the intersection of football, music and culture. The brand released a new anthem through Real Thing Records, reimagining the classic track “Jump” with J Balvin, Amber Mark, Steve Vai and Travis Barker. The result blends the iconic energy of the original with modern production designed for stadiums and global audiences. The track was first teased in the “Bubbling Up” campaign and launched with an animated music video featuring stylised versions of the artists and a cameo from rising football star Lamine Yamal. For marketers, this is a reminder that global events are not just sponsorship opportunities. The real value comes from creating cultural moments around them. Coca-Cola has been doing this for years with World Cup anthems like Wavin’ Flag and Colors, turning music into an emotional bridge between the brand, the tournament and millions of fans worldwide. ⚽ 👏🏻 Arnab Roy, Manuel "Manolo" Arroyo, Islam ElDessouky, Bea Perez, Ogilvy, WPP Media, VML, Jon Cook, Mel Edwards.