In Vietnam, Coca-Cola hosted its first-ever 24-hour mega event, bringing together entertainment, live music, food and sports experiences. The event transformed the venue into a vibrant gathering place for the country's football-loving community.

Connecting communities through the spirit of football

For decades, Coca-Cola has partnered with the FIFA World Cup™ as an Official Sponsor, creating experiences that unite fans through football and shared moments of joy and excitement.

As part of the FIFA World Cup™ 2026 campaign in Vietnam, Coca-Cola launched several fan-focused initiatives, including special-edition packaging, interactive digital experiences and promotional campaigns connecting Vietnamese consumers with Coca-Cola's FIFA World Cup™ 2026 fan experiences.

Continuing this journey, the “24 Hours of Feel It All with Coca-Cola Festival” served as a gathering place for football fans and communities.

Held from July 19 to 20, the festival featured entertainment, community engagement activities and live viewing experiences centered on the FIFA World Cup™ 2026 Final.

As part of the celebration, Coca-Cola also collaborated with Vietnam Television, or VTV, to share selected festival moments with audiences nationwide through a live broadcast from 9pm to 11pm on July 19, 2026.

An immersive festival experience for football fans

At the festival, attendees took part in a variety of sports, entertainment and community activities specially curated for the FIFA World Cup™ season.

The event featured multiple experience zones, including physical activity spaces, community gathering areas, international food stalls and all-day entertainment designed to encourage people to connect, celebrate and enjoy football together in their own way.

One of the festival's highlights was the Camping Zone, a modern social space inspired by the outdoor gatherings and live music experiences popular among younger audiences.

Visitors spent time with friends, enjoyed live performances by popular young artists and immersed themselves in the festive atmosphere leading up to the Final.

The 24-hour celebration culminated with fans gathering to watch the FIFA World Cup™ 2026 Final live on a giant 1,000 sq m LED screen within the festival grounds.

Continuing to support sports and communities

Beyond FIFA World Cup™ campaigns and fan experiences, Coca-Cola has continued to support sports initiatives and community engagement programs in Vietnam through various partnerships and sponsorship activities.

The brand has previously accompanied Vietnam's national football teams at major regional and international tournaments and collaborated on 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 continued its commitment to creating positive shared experiences for communities while spreading optimism, connection and the unifying spirit of sport.

A Coca-Cola Vietnam representative said: “Through this event, Coca-Cola hopes to create a fresh and engaging experience for football fans in Vietnam, where they can come together to enjoy the 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.”