Contributed to the development of a football-led platform for Coca-Cola across Egypt, focused on repositioning the brand from a tournament sponsor to an enabler of fan participation.

The strategy addressed a key cultural tension: while football is deeply embedded in everyday life, many fans remain excluded from its defining moments of glory, experiencing the game emotionally but at a distance.

In response, the work reframed the role of the brand from amplifying the spectacle to amplifying the people who bring it to life. The platform positions fans as active participants rather than passive spectators, recognising that the true energy of the game exists beyond the pitch, within communities and shared rituals.

Structured as a scalable system, the platform connects emotional intensity including joy, tension, pride, and belonging with accessible, real-world experiences. This enables Coca-Cola to act as a cultural bridge, bringing fans closer to the symbols, moments, and collective meaning of the game.