Coca-Cola and FIFA have launched Every Throw-In Counts, a new fan challenge running alongside the FIFA World Cup 2026™ that gives supporters a way to participate in the tournament beyond what happens on the pitch.
encourages fans around the world to complete simple, everyday activities, upload photos and score for chances to win exclusive prizes.
The challenge includes a mix of lifestyle, football, and community care activities, making it easy for fans to take part wherever they are. Activities range from recycling, using public transport and choosing reusable items, to playing football and hosting a watch party or completing activities at FIFA Fan Festivals and stadiums.
“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.”
Football superstar Lamine Yamal and football legend José Mourinho feature throughout the Every Throw-In Counts campaign content and social media, each taking on the recycling “Throw-In” challenge themselves to show fans how easy it is to get involved and score.
"Every Throw-In Counts shows that the FIFA World Cup 2026™ is about more than what happens on the pitch,” said Christian Karembeu, FIFA World Cup™ winner. “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."
Fans can sign up at , create a profile, pick activities and start scoring. Participants will be able to select the FIFA World Cup 2026™ team they support and contribute goals to national leaderboards, as fans around the world compete for the top spot. Since launching last week, over 3,100 fans have registered, and over 22,000 goals have been scored.
Fans living in the USA and Canada will additionally have the chance 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.
“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,” said Romy Gai, Chief Business Officer, FIFA. “It combines football, sustainability and friendly competition, giving fans the chance to score for their team and win some incredible prizes along the way.”
To keep the competition fair, the platform uses photo verification inspired by the football VAR system. Submitted images will be reviewed to confirm they match the activity entered, helping ensure that goals scored on the platform reflect genuine participation.
Every Throw-In Counts will run for the duration of the tournament, ending on July 19, 2026. Fans can sign up, pick their country, and start scoring at
Sources: FIFA Official
