Coca-Cola is hiding Panini World Cup stickers under bottle labels

By Staff on Tuesday, May 26, 2026

Coca-Cola has teamed up with Panini to tuck official FIFA World Cup 2026 stickers beneath the labels of select 20-oz Coca-Cola and Coca-Cola Zero Sugar bottles across the U.S. and Canada — marking the first time the beloved pre-tournament ritual has been embedded in a product in North America.

Fans who peel back the label on participating bottles will find one of more than a billion limited-edition Panini stickers featuring 12 international players from ten nations, including Harry Kane (England), Lamine Yamal (Spain), Lautaro Martinez (Argentina) and U.S. pair Antonee Robinson and Weston McKennie.

Collecting all 12 unlocks a dedicated Coca-Cola page inside the Official Panini FIFA World Cup 2026 Sticker Album — tying the brand permanently into Panini’s historic collection.

via Laura Ullock

Fans can also scan stickers into the Panini Digital App to build a parallel digital album.

“As the FIFA World Cup comes to North America for the first time in more than three decades, we saw an opportunity to introduce a global fan ritual to a new generation,” said Shakir Moin, Chief Marketing Officer at Coca-Cola North America.

Panini CEO Mark Warsop called the tie-up a way to bring an intergenerational collecting tradition to audiences who have never experienced it.

The 2026 album will be the largest in Panini’s history, with 48 nations competing across Canada, Mexico and the United States.