Juan Valdez teams with James Rodríguez on World Cup coffee launch

Juan Valdez launched a limited-edition coffee tied to James Rodríguez and his 10 Coffee brand for the 2026 FIFA World Cup, packaging Colombian national identity, football fandom and retail strategy into one campaign. The project centered on The 10 Gets Ready with Juan Valdez and pushed the coffee beyond a standard celebrity label and into a broader play for visibility in North America.

The men’s World Cup is being staged across the United States, Mexico and Canada from June 11 to July 19, and it is the first edition to feature 48 teams and 104 matches. FIFA lists Rodríguez on Colombia’s 2026 roster.

Juan Valdez North America general manager Sebastián Mejía linked the alliance to opening more doors in global markets and to two Colombian symbols for international consumers, coffee and soccer. Rodríguez echoed that same framing, tying the project to two things that represent him as a Colombian. The coffee is set to reach Colombia and the United States, and Mexico was also included.

The special edition coffee came from Huila, Cauca and Norte de Santander, and the harvest was produced by beneficiaries of Juan Valdez’s Jóvenes Renacer program. That initiative began in 2017 through work between Procafecol S.A. and the ANDI Foundation, and it highlights generational renewal in Colombia’s coffee sector and keeps consumers aware of the future of coffee growing there.

In July 2025, Juan Valdez and Green Coffee Company formed a multi-year partnership with the Los Angeles Rams that made Juan Valdez the team’s official coffee. 10 Coffee supports Fundación Colombia Somos Todos, the foundation led by Rodríguez, and its coffees come from Colombian regions including Huila and Tolima. Rodríguez first broke through at the 2014 World Cup before later playing for Real Madrid and Bayern Munich.