The Coca‑Cola Company has introduced the Coca‑Cola FC (Future Careers) Academy, a new initiative designed to prepare young people for careers in sports marketing and related fields. The program comes as anticipation builds for the FIFA World Cup 26, with the Academy available in both the United States and Canada.
Coca‑Cola FC Academy combines practical knowledge, industry networking, and exclusive access to provide participants with skills relevant before, during, and after the tournament. The company has been an official sponsor of the FIFA World Cup since 1978 and plans to continue its involvement at the upcoming event by offering its beverages and supporting community-focused initiatives.
Alba Baylin, Vice President of Stakeholder and Social Impact Management at The Coca‑Cola Company, North America, said: “We live by our purpose to refresh the world and make a difference and through experiences like Coca‑Cola FC Academy, we’re investing in the skills, confidence, and career pathways that help young people succeed, while supporting organizations that uplift communities. Whether it’s on the soccer field or off it, we believe our role goes far beyond delivering refreshing beverages and are committed to creating a lasting impact that empowers and benefits the places we serve.”
The digital learning experience is delivered through partnerships with Coca‑Cola bottlers in host cities as well as collaborations with youth organizations such as Boys & Girls Clubs of America, Best Buddies International, Special Olympics, National CARES Mentoring Movement, Girls Inc., and The King’s Trust Canada. The curriculum covers topics including sports marketing, media relations, sponsorships, creative design, and leadership. Instruction is provided by experts from within Coca‑Cola as well as professionals from broader sports communities.
Participants can earn digital certifications, receive mentorship opportunities, and access job postings via TeamWork Online. In 2026, activities connected to the tournament will be integrated into the learning experience.
Jim Clark, CEO of Boys & Girls Clubs of America stated: “For over 75 years, Coca‑Cola has been a vital partner in our mission to strengthen local communities. Collaborating with them on the Coca‑Cola FC Academy has been both a privilege and a powerful opportunity to make a difference. This new resource elevates our joint commitment to helping young people build workforce skills, explore different career paths, and prepare for great, successful futures — all through an engaging and interactive experience.”
Jenny Chiu—professional sports reporter and professor for the program—noted: “I jumped at the opportunity to be part of the Coca‑Cola FC Academy because I immediately recognized the gap it could help fill in the soccer landscape, especially for young people. Coca‑Cola has built an engaging, thoughtful experience that empowers those of us who have benefitted so much from the beautiful game, including myself, to pay it forward and invest in the development of the next generation.”
In addition to launching this academy for future leaders in sports-related fields, The Coca‑Cola Company continues its support for economic empowerment programs focused on entrepreneurship training and educational advancement across U.S. and Canadian host cities. These efforts aim particularly at underserved communities.
