During the FIFA World Cup 2026™, Coca-Cola Vietnam hosted the inaugural "24 Hours of Feel It All with Coca-Cola Festival," a football-inspired cultural and community event for fans in Vietnam. Through a series of interactive activities, the company aims to bring people together to enjoy the tournament and share memorable experiences.
Connecting communities through football
As an Official Sponsor of the FIFA World Cup™ for decades, Coca-Cola has continued to create fan experiences centered on football and shared moments of celebration.
In Vietnam, the company's FIFA World Cup 2026™ campaign includes limited-edition packaging, digital activations, and promotional programs designed to connect local consumers with the global tournament.
Building on those initiatives, the "24 Hours of Feel It All with Coca-Cola Festival" served as a gathering place for football fans and local communities. Held on July 19-20, the festival featured entertainment, community activities, and live viewing experiences leading up to the FIFA World Cup 2026™ Final.
As part of the event, Coca-Cola also partnered with Vietnam Television (VTV) to broadcast selected festival highlights nationwide through a live segment airing from 9 p.m. to 11 p.m. on July 19.
An immersive fan experience
The festival offered a range of sports, entertainment, and community activities created for the FIFA World Cup™ season.
The venue featured multiple experience zones, including sports activities, community gathering spaces, international food offerings, and entertainment throughout the day, giving visitors different ways to celebrate football together.
Among the festival's highlights was the Camping Zone, a social space inspired by outdoor gatherings and live music events popular with younger audiences. Visitors were able to spend time with friends, enjoy performances by young artists, and take part in activities ahead of the Final.
The 24-hour event concluded with fans watching the FIFA World Cup 2026™ Final live on a 1,000 sq m LED screen at the festival venue, providing a shared viewing experience for supporters.
Supporting sports and communities
Beyond its FIFA World Cup™ campaign, Coca-Cola has continued to support sports and community initiatives in Vietnam through partnerships and sponsorship programs. The company has previously supported Vietnam's national football teams at regional and international tournaments and participated in activities surrounding the FIFA Women's World Cup 2023™ Trophy Tour in Vietnam.
Through the "24 Hours of Feel It All with Coca-Cola Festival," Coca-Cola said it aims to continue creating opportunities for communities to connect through sport while promoting optimism and shared experiences.
A Coca-Cola Vietnam representative shared: "Through this event, Coca-Cola hopes to create a fresh and engaging experience for football fans in Vietnam, where football fans can come together to enjoy FIFA World Cup™ in a more connected, energetic, and emotional way. Coca-Cola will continue supporting sports and community initiatives that bring people together through shared experiences."
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