ATLANTA — The Coca‑Cola Company has released a new global anthem ahead of the FIFA World Cup 2026. The track is a reimagined version of “Jump.” It is performed by J Balvin and Amber Mark.
The song was released March 6, 2026. It arrives through Coca-Cola’s in-house music label, Real Thing Records. The label partnered with Capitol Records for the release.
The recording also features guitarist Steve Vai. Drummer and producer Travis Barker also appears on the track. The collaboration brings a contemporary production style to the 1980s rock hit originally recorded by Van Halen.
The anthem is part of Coca-Cola’s global marketing campaign for the 2026 tournament. The event will be hosted across the United States, Canada, and Mexico.
Coca-Cola has served as an official sponsor of the World Cup since 1978. That makes it one of FIFA’s longest-standing corporate partners.
The updated version of “Jump” blends elements from the original track. These include the recognizable synthesizer riff and guitar sounds. The new version also incorporates modern pop and Latin influences.
The track was first teased earlier this year. It appeared in Coca-Cola’s “Bubbling Up” campaign in January 2026.
Alongside the song’s release, the official music video also premiered. It aired on MTV Live and MTVU, as well as digital billboards in New York’s Times Square. The animated video includes stylized versions of the artists and a cameo from Spanish football player Lamine Yamal.
Coca-Cola expands music strategy through Real Thing Records
Coca-Cola launched Real Thing Records in 2025 in collaboration with Universal Music Group as part of a broader push to integrate music into global marketing campaigns.
According to the company, the label is designed to support collaborations between established performers and emerging artists while creating culturally relevant content tied to major global events.
Speaking about the collaboration, J Balvin said the project aimed to capture the emotional intensity surrounding international football tournaments.
“Music for me has always been about bringing people from different countries and cultures together,” Balvin said. “From the football stands to watching at home, everyone knows that moment when emotions are high and you’re jumping for greatness.”
Amber Mark noted that updating a song as recognizable as “Jump” required balancing respect for the original with a contemporary sound.
“Van Halen’s ‘Jump’ is one of those songs that transcends generations,” Mark said. “Being able to honor the original while bringing a modern perspective was incredibly special.”
Why it matters
Global brands increasingly use music collaborations to extend marketing campaigns. This approach goes beyond traditional advertising.
Major sporting events like the World Cup provide a global platform for branded content. These events can reach millions of viewers. Audiences engage through streaming platforms, social media, and live broadcasts.
For Coca-Cola, the strategy builds on previous World Cup anthems. These include “Wavin’ Flag” and “Colors.” Both songs became global hits and reinforced the company’s association with the tournament.
Launching the track through Real Thing Records also signals a deeper investment in the music industry. The company is expanding beyond traditional sponsorship.
By producing original content and collaborating directly with artists, brands gain more control. They can manage distribution, storytelling, and fan engagement across multiple platforms.
This strategy reflects a broader trend in global marketing. Consumer brands are increasingly acting like entertainment studios. They are producing cultural content instead of relying only on traditional advertising.
Editor’s note: Source86 perspective
For consumer brands, the Coca-Cola World Cup anthem highlights a growing shift in global marketing. Entertainment partnerships are becoming a key strategy.
Music collaborations tied to major events help companies reach large audiences. Brands can connect with fans through streaming platforms, social media, and live broadcasts at the same time.
At Source86, we see similar trends across the food and beverage sector. Brands are expanding beyond traditional product marketing. Many are moving toward cultural storytelling.
Sports sponsorships, limited-edition collaborations, and global promotions are becoming more common. Successful launches depend on reliable supply chains. They also require scalable manufacturing and strong brand partnerships.
Source86 supports manufacturers and private label brands throughout this process. Our services include ingredient sourcing and R&D collaboration. We also help with co-manufacturing partnerships and wholesale supply chain solutions.
These capabilities help brands bring large-scale campaigns and product launches to market efficiently. Let’s talk.
FAQs
Coca-Cola’s official anthem for the FIFA World Cup 2026 is a reimagined version of Van Halen’s song “Jump,” performed by J Balvin and Amber Mark with contributions from Steve Vai and Travis Barker.
The track was released through Coca-Cola’s music label Real Thing Records in partnership with Capitol Records and Universal Music Group.
Coca-Cola uses music collaborations as part of its global marketing strategy, creating anthems that connect fans emotionally with the tournament while reinforcing the brand’s long-term partnership with FIFA.
External source: Coca‑Cola and Real Thing Records Unite Music, Culture and Football with Coca‑Cola’s Anthem for FIFA World Cup 2026™ “JUMP” Release
