Written by Rhea Alison, Sports reporter, covering international sports since 2020
Footballco and Coca-Cola have launched the José vs. Mourinho AI campaign ahead of the FIFA World Cup 2026, introducing an AI-powered digital version of legendary football manager José Mourinho. Announced on June 8, the project will deliver daily social media content during the tournament, giving fans a new form of entertainment built around football discussions, reactions, and match-day emotions.
AI-Powered Mourinho Takes Center Stage
The campaign features two virtual versions of Mourinho debating opposite viewpoints on the biggest stories emerging from the World Cup. Rather than focusing on tactical breakdowns, the content is designed to reflect the changing emotions of football fans as matches unfold.
Commenting on the initiative, Mourinho said: “I have had many battles in football, but this may be the funniest one yet: arguing with myself every day.”
He added: “Football is emotion, instinct and passion, and sometimes fans’ emotions shift every few minutes during a match.
“This project is about enjoying those emotions with humor and not taking ourselves too seriously,” he said.
The AI model was developed through a partnership between Footballco and entertainment company GRAiL, with technology support from Google Cloud.
Global Distribution During the Tournament
More than 200 pieces of content are expected to be produced throughout the World Cup. The series will be distributed through GOAL and across major platforms including TikTok, Instagram, YouTube, Facebook and X.
The campaign forms part of Coca-Cola's wider World Cup marketing plans. Fans can expect content to react to dramatic goals, momentum swings, surprise results and knockout-stage storylines as they happen during the tournament.
For official World Cup information, visit the FIFA website.
Readers interested in more football business and marketing coverage can also explore our latest football news section.
Why It Matters
The launch highlights how major brands are increasingly using artificial intelligence to create real-time fan engagement. By combining Mourinho's personality with AI technology, Footballco and Coca-Cola are aiming to connect with supporters in a format built for modern social media audiences during football's biggest event.