Mahmood will feature in a series of original digital content published on his social media channels, designed to highlight the brand’s values in a contemporary and personal way, through his own distinctive voice. The project will culminate with his participation in the Milano-Cortina 2026 event, for which Coca-Cola is the official main sponsor. In this context, Mahmood will embody the brand’s face and spirit, helping to create moments of connection between music, sport, and pop culture.