Launched during the FIFA World Cup 2026™, the programme encourages supporters to complete activities ranging from recycling and using public transport to playing football, hosting watch parties and participating in FIFA Fan Festival™ events. Fans upload evidence of their actions, earn goals for their chosen national team and compete on global leaderboards for prizes and rewards.

At a time when sport is increasingly exploring how to engage supporters beyond the ninety minutes on the pitch, the initiative reflects a growing recognition that fans can be an important part of sustainability and social impact strategies.

Football, Competition and Community

The concept is deliberately simple. Supporters select their country, complete challenges and contribute goals to their team’s overall tally. Activities are assigned different point values, with examples including recycling, choosing active or public transport, trying plant-based meals, finding products made from recycled materials and taking part in football-related challenges.

By combining individual actions with national team competition, Coca-Cola and FIFA are seeking to harness the same sense of rivalry and collective identity that makes international football so powerful.

Francisco Balbuena, Vice President Sustainability at Coca-Cola North America, explained:

“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™.”

He added:

“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.”

The campaign is supported by high-profile football figures including Lamine Yamal and José Mourinho, who feature in promotional content demonstrating some of the challenges and encouraging participation.

Beyond the Matchday Experience

One of the most interesting aspects of the programme is its attempt to extend the World Cup experience beyond stadiums and screens.

Rather than focusing solely on spectators attending matches, Every Throw-In Counts provides a framework for global participation. Whether supporters are attending games in North America, watching from home or following events remotely, they can contribute to their nation’s standing.

Christian Karembeu, FIFA World Cup™ winner and ambassador for the initiative, highlighted this broader ambition:

“Every Throw-In Counts shows that the FIFA World Cup 2026™ is about more than what happens on the pitch.”

He continued:

“What I like about this programme 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.”

This focus on participation mirrors a wider trend across sport, where organisers are increasingly looking at how major events can create engagement opportunities that extend beyond ticket holders and broadcast audiences.

Measuring Participation

The platform incorporates a verification process inspired by football’s VAR system. Participants submit photos or videos to demonstrate completed activities, which are then reviewed before goals are awarded. FIFA and Coca-Cola say this approach is designed to ensure that contributions reflect genuine participation rather than simply claiming points.

Early engagement figures suggest significant interest. Within the first week of launch, more than 3,100 supporters had registered and over 22,000 goals had been scored. The campaign website subsequently reported almost 48,000 recorded goals as participation continued to grow throughout the tournament.

Participants can also compete for a range of prizes, including FIFA World Cup 2026™ memorabilia, signed merchandise, replica trophies, match balls and FIFA Store vouchers.

Engagement First, Impact Second?

From a sustainability perspective, the initiative raises an important discussion about the role of fan engagement programmes.

The activities promoted through Every Throw-In Counts align with many behaviours commonly associated with lower-carbon lifestyles and responsible consumption, including public transport use, recycling and plant-based food choices.

However, the programme itself is careful not to present these activities as measurable environmental outcomes. In an important disclaimer, Coca-Cola states that the campaign is intended as a fan engagement initiative and should not be interpreted as an environmental claim regarding the company’s own operations or environmental footprint. It also notes that participant activities are not verified for their environmental effectiveness or impact individually or collectively.

That distinction matters. Across sport, many organisations are moving beyond awareness campaigns towards demonstrating measurable outcomes and verified impacts. Every Throw-In Counts sits primarily within the engagement and awareness space, using football’s reach to encourage positive behaviours rather than claiming quantifiable environmental benefits.

A Test Case for Future Fan Engagement

As the FIFA World Cup 2026™ reaches unprecedented global audiences, Every Throw-In Counts offers an interesting glimpse into how sponsors and rights holders may seek to engage supporters in the future.

Romy Gai, FIFA Chief Business Officer, believes the initiative captures the spirit of 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.”

He added:

“It combines football, sustainability and friendly competition, giving fans the chance to score for their team and win some incredible prizes along the way.”

Whether measured by goals scored, fans engaged or conversations started, the programme represents another step in sport’s ongoing effort to transform supporters from passive spectators into active participants. The next challenge will be determining how initiatives like these can move beyond awareness and engagement to deliver measurable and lasting impact.