World Cup 2026: Watch the 24 Greatest Ads

2 June 2026

World Cup, World Stage.

Football’s biggest tournament has never looked bigger. The 2026 FIFA World Cup is set to be the largest in history: 48 national teams, 104 matches, 3 host countries, and most importantly for brands, an estimated global audience surpassing 6 billion viewers. A further 5 million will watch in person at stadiums, in major cities across North America, including New York, Mexico City, or Toronto.

The road to the 2026 FIFA World Cup has inspired some of the boldest, smartest, and most emotionally charged advertising the world has seen this year. Brands aren’t just sponsoring football games anymore, they’re building integrated universes around it. Blending sport, identity, music, fashion, technology and more into campaigns designed to win attention on a global scale.

“For brands, that’s not just a sporting event. It’s the ultimate creative battleground.”

As we yearly do for Christmas Ads and Super Bowl Ads, in this special selection below we spotlight THE standout ads that captured the spirit of the tournament before the first whistle even blew. The campaigns that made us laugh, think, feel, and/or hit replay. From legacy giants to disruptive newcomers, these are the creative plays redefining what World Cup marketing can be.

In our shortlist so far? Mostly beer, sportswear and soda giants: adidas (x3), Air Transat, AXE, Betano, Brahma, Budweiser, Burberry, Canada Soccer, Coca-Cola, Coors Light, Fox Sports, Heineken, Lay’s, LEGO, Michelob Ultra, Nike, Orange, Paddy Power, Pepsi, Powerade, Stella Artois, and Tecate. You will find the full list of the 2026 FIFA World Cup official sponsors at the bottom of this post. Enjoy, and let us know your own favorites!

5 Key World Cup 2026 Marketing Trends So Far

Brands are moving from sponsorship visibility to cultural participation.

01. The Hero Film Is Becoming A Short Film.

One of the clearest creative shifts this World Cup: brands are moving away from the classic 15 or 30-second TV commercial and embracing cinematic short films of 2 to 5 minutes long. Instead of producing one broadcast-first ad built for television, marketers are creating longer-form storytelling pieces designed to travel across YouTube, TikTok, Instagram, streaming, PR coverage and brand-owned channels. This way, the format feels less like advertising and more like entertainment.

02. Campaigns Are Becoming 360° Activation Ecosystems.

Another big evolution: fewer brands are betting everything on a few campaign assets. In previous tournaments, one global film plus a print campaign could carry the entire sponsorship strategy. This year, brands like Heineken, LEGO, Michelob Ultra, Nike or Visa are multiplying touchpoints everywhere: film, social media, live experiences, retail, merch, creator partnerships… World Cup marketing is no longer “one ad campaign”, it’s a brand universe fans can enter from multiple directions.

03. Messi and Beckham Are the Two Dominant Faces of the Tournament.

While, in classic American and Super Bowl fashion, brands are leaning heavily on celebrity endorsements, the Inter Miami duo are by far the two most-used football icons in 2026 World Cup marketing. Lionel Messi (e.g., Hard Rock Café, LEGO, Michelob Ultra) and David Beckham (e.g., The Home Depot, Lenovo, McDonald’s, Pepsi, Stella Artois, Verizon) are seemingly everywhere, and sometimes even appear in the same campaigns (e.g., adidas and Lay’s).

04. The Definition of “Football Celebrity” Has Expanded Beyond Players.

For years, World Cup advertising relied mostly on active football players. In 2026, the cast list has expanded dramatically. Brands are now increasingly using coaches (eg, Carlo Ancelotti, José Mourinho…), commentators and presenters (eg, Andrés Cantor, Jorge Campos, Peter Drury…) or celebrities (eg, Kim Kardashian, Travis Scott, Steve Carell…) as recognizable ambassadors alongside players. These personalities bring something different than players: authority, nostalgia, voice recognition, strong social media potential…

05. Football Is Bigger Than Sport, It’s Now A Lifestyle Category.

More and more, brands are not just asking “How do we sponsor football?” but instead “How do we become part of football culture, beyond the match itself?” Many campaigns are moving beyond the pitch itself and several brands are increasingly using the World Cup to talk about fashion, music, travel, hospitality, nightlife, food, streetwear, fandom rituals… Football is no longer marketed as 90 minutes of sport but as a global cultural lifestyle moment.

TOP 24 Best 2026 FIFA World Cup Campaigns

adidas – Eight Generations of World Cup Greatness

When adidas dropped this already-iconic teaser in October 2025, ahead of the official FIFA World Cup ball reveal, it instantly went viral among football fans worldwide. The image brilliantly unites eight generations of World Cup greatness: Lionel Messi (Argentina, 2022), Paul Pogba (France, 2018), Toni Kroos (Germany, 2014), Xavi (Spain, 2010), Alessandro Del Piero (Italy, 2006), Kaká (Brazil, 2002), Zinedine Zidane (France, 1998), and Cafu (Brazil, 1994). Each player represent adidas’ deep connection to football history through different eras, kits, and match balls. More than a simple promo, it was a masterclass in nostalgia marketing: a subtle, star-studded countdown that transformed a product launch into a global football moment. Creative Agency: Created In-House.

adidas – Worlds Cup Pet Jerseys

In one of the most unexpectedly charming World Cup marketing plays of 2026, adidas proved that fan culture isn’t just for humans. By launching official FIFA World Cup pet jerseys modeled after official national team kits for countries like Mexico, Argentina, Colombia, and Japan, adidas cleverly expanded football identity into the lifestyle space, turning dogs into matchday participants. The collection taps into modern fandom, where personalization, social sharing, and emotional connection drive culture as much as the game itself. With this cute and smart move, adidas has created a playful, highly shareable campaign that blurs the line between sportswear and lifestyle branding. Creative Agency: Created In-House.

adidas – Backyard Legends

Timothée Chalamet, Lionel Messi, Bad Bunny, Zinedine Zidane, David Beckham, Ousmane Dembélé, Jude Bellingham, Lamine Yamal, Alessandro Del Piero, Trinity Rodman, Raphinha, Pedri, Florian Wirtz and Santiago Gimenez, this is the amazing cast reunited by adidas for its 2026 FIFA World Cup short movie. “They bring to life the greatest Football story ever told.” With adidas’ message of “You Got This” at its core, the epic commercial celebrates the joy of free play and reminds football fans around the world that every pitch, from backyards to the world’s biggest stage, can create a legend. Creative Agency: Lola, New York.

Air Transat – Watch / See

With this clever campaign, Air Transat is turning World Cup frustration into world inspiration. The print campaign compares the cost of World Cup tickets with the price of flights to those same countries. The Canadian airline, one of the three host nations, may have created one of the smartest World Cup 2026 campaigns so far, without being an official sponsor. It starts with a consumer pain point, not a brand message, and taps into fandom culture without relying on FIFA branding or sponsorship assets. Instead, it turns frustration into an aspirational alternative while showcasing Air Transat’s destinations. Visually, it keeps things simple, which is why it lands so quickly. A strong reminder that the best campaigns don’t force their way into culture, they find the tension already there and make the brand useful inside it. Creative Agency: Courage, Montreal.

AXE – Smell Your Best

AXE taps into the chaos of soccer fandom by spotlighting the wildly questionable fashion decisions fans make during the World Cup, positioning fragrance as the one thing that can still keep them attractive. The humorous campaign features supporters whose devotion to their teams has completely overridden their sense of style, from an Argentina fan recreating Diego Maradona’s legendary “Hand of God” moment, to a Mexico supporter showing up to a date dressed like an actual soccer pitch, and a Germany fan awkwardly packed into a giant sausage suit. The ads cleverly parody Axe’s classic seduction formula with a more self-aware, tongue-in-cheek tone, suggesting that even when fandom makes you look ridiculous, smelling good can still rescue your chances. Creative Agency: Lola, Madrid.

Six stories of football fans who look completely ridiculous for their countries, but somehow still make it work, all thanks to ‘The Power of a Fragrance’.

Betano – Believing Makes It Happen

Betano’s “Acreditar Faz Acontecer” (“Believing Makes It Happen”) campaign tells a simple, emotional story: a tiny digital character escapes from a football video game and journeys into the real world to experience football for real, ending up in a packed FIFA World Cup stadium, surrounded by fans and emotion. Built around the line “The World Cup begins when you believe,” the film celebrates the idea that belief is what turns anticipation into reality. What makes it especially smart and original is its tone: instead of using the usual high-energy World Cup advertising language (fast cuts, shouting commentators, big dramatic action…) Betano goes in the opposite direction with a gentle, almost poetic narrative and soft music. That contrast makes it instantly stand out. The crossover between the virtual stadium and the real one is also a clever metaphor for fandom today, moving from screens and imagination into shared, lived emotion. Creative Agency: Wieden+Kennedy São Paulo.

Brahma – Tá Liberado Acreditar

Brahma’s latest ‘Tá Liberado Acreditar’ (Let Yourself Believe) campaign is clever because it turns Brazil’s current football pessimism into the creative engine of the ad itself. By leaning into the fact that only 28% of Brazilians believe the Seleção can win a sixth World Cup this year, the film reframes doubt as part of Brazil’s football mythology, reminding fans that the country’s greatest victories often came when expectations were lowest, recreating street-football versions of iconic World Cup moments. The cameos from Carlo Ancelotti and Ronaldo add credibility and emotional weight, while the campaign smartly positions Brahma not just as a sponsor, but as a cultural custodian of Brazilian football belief itself. Creative Agency: Africa Creative, São Paulo.

Budweiser – Let It Pour

With “Let It Pour,” Budweiser positions itself at the emotional epicenter of the 2026 FIFA World Cup, transforming football’s biggest tournament into a global release of passion, nostalgia, and celebration. Led by the charismatic presence of Erling Haaland and the unmistakable energy of Jürgen Klopp, the campaign celebrates the universal ritual of fans “letting it pour”, from tears and cheers, to beer and team pride. Through cinematic storytelling, limited-edition bottles inspired by past World Cups, and immersive fan merchandise, Budweiser taps directly into football’s once-every-four-years emotional intensity, reinforcing its long-standing role not just as a sponsor, but as a cultural companion to the memories fans create. Creative Agency: Grey, New York.

Burberry – A Good Sport

Burberry’s campaign is a bold strategic move ahead of the 2026 World Cup conversation. By blending football, fashion and film through the lens of the fans (rather than the players or the game itself), the brand taps into the emotion and rituals of match-day culture in a way that feels authentic, distinctly British and culturally relevant. It’s a smart example of Burberry using sport not to become a sports brand, but to reinforce its heritage while standing apart from traditional luxury competitors. Creative Agency: Created In-House.

The campaign brings together a wide-ranging cast from film, sport and fashion. From film and TV, it features Jason Sudeikis (Ted Lasso), Jodie Turner-Smith, Stephen Graham, Lucy Punch and Bright Vachirawit. In sport, the lineup includes Declan Rice, Eberechi Eze, Leah Williamson, Son Heung-min and Naomi Girma. The fashion and modelling world is represented by Romeo Beckham, Rosie Huntington-Whiteley, Neelam Gill, He Cong, George Anderson, Bebe Parnell, Shivaruby and Mika Hashizume, creating a deliberately global mix of talent that reinforces the campaign’s cultural reach.

Canada Soccer – The Jersey Swap

Canada’s football federation launched a clever World Cup campaign by turning Italy’s failure to qualify into a cultural recruitment moment. In Toronto’s Little Italy, fans could trade in their Italy jerseys for free Canada national team shirts, symbolically inviting Italian-Canadians to support the host nation ahead of the 2026 World Cup. A smart, reactive move that taps into a real emotional moment and transforms disappointment into belonging. Instead of targeting generic football fans, Canada Soccer speaks directly to immigrant communities that historically supported other national teams, reframing Canadian soccer as part of their identity too. It’s playful, timely, culturally aware, and perfectly aligned with the federation’s “Our Game Now” positioning: “Soccer is no longer imported culture in Canada, it’s Canadian culture.” Creative Agency: Created In-House.

Coca-Cola – Feel It All

Historical sponsor of the competition, this time Coca-Cola transforms the brand’s iconic can into a front-row witness to the emotional chaos created by such a World Cup. Narrated by legendary commentators Peter Drury and Luis Omar Tapia, and with the participation of José Mourinho and J Balvin the spots capture football’s universal highs and lows, from nail-biting tension to explosive celebration. The campaign positions Coke as a constant companion in every shared World Cup feeling, reinforcing its message that whether it’s joy, heartbreak, pride, or tears, “football’s biggest stage is best experienced with Coca-Cola in hand”. Creative Agency: WPP OpenX and Ogilvy, New York.

Coors Light – The Coors Call

With the “Cooooooooooors Call,” Coors Light brilliantly taps into one of football’s most recognizable emotional triggers by transforming legendary commentator Andrés Cantor’s iconic elongated goal scream into a brand asset. The campaign fuses soccer fandom with clever sonic branding, turning every “goooooooal” into “Coooors” across broadcast, social, merchandise, and live activations during the summer football season. The brand promises to dynamically stretch its logo with extra “oooo’s” in real time around major tournament moments. Through this clever hack, Coors Light’s activation feels less like advertising and more like part of the celebration itself. Creative Agency: Droga5, New York.

Fox Sports – Do You Believe?

Fox Sports’ “The Miracle” imagines a dramatic “what if” scenario where the U.S. wins the FIFA World Cup 2026, showing how one winning goal could spark nationwide celebrations and cultural impact. Featuring cameos from figures like Tom Brady and Zlatan Ibrahimović, the ad blends realism with exaggeration before snapping back to reality, reminding viewers it’s a long shot… but possible. It’s a smart move from Fox Sports as it taps into national pride and aspiration, builds excitement ahead of the tournament, and positions Fox as the home of a potentially historic moment. Creative Agency: Special US, New York.

Heineken – Fan Volunteers

Heineken’s “HR activation” reframes an underused workplace perk, Volunteer Time Off (VTO), into a socially rewarding way for soccer fans to legally skip work stress and watch daytime matches. Instead of simply sponsoring soccer content, Heineken solved a real fan tension: major matches happening during US work hours, when many fans secretly stream games or fake excuses to watch. By turning volunteering into a shared fan experience, the brand aligns itself with friendship, community impact, and soccer culture all at once, making the campaign feel useful rather than promotional. The idea also fits perfectly with Heineken’s “Fans Have More Friends” platform, generating organic participation, PR value, social content, and emotional goodwill. Creative Agency: LePub, New York.

Lay’s – The Most Epic Watch Party

Lay’s brings together stars like David Beckham, Thierry Henry, Lionel Messi, Alexia Putellas and Steve Carell, who surprise real fans by joining them for an over-the-top World Cup watch party. The campaign taps into a huge global moment while reinforcing its message that football is better shared. The mix of humor, surprise, and fan inclusion strengthens brand relevance during a crowded sponsorship landscape. Creative Agency: Slap Global, New York.

LEGO – Everyone Wants A Piece

In the LEGO commercial, Cristiano Ronaldo, Lionel Messi, Kylian Mbappé and Vinícius Júnior are sitting around a table building a LEGO World Cup trophy, each trying to place their own piece on top. It’s smart marketing because it combines global football icons with a playful twist that reinforces LEGO’s core idea of creativity and inclusivity. The rare and unexpected collaboration of Messi and Ronaldo drives virality and PR coverage, amplified by the players’ own audiences. At the same time, the ending, where a kid wins, subtly re-centers LEGO’s message: no matter how big you are, play belongs to everyone. Creative Agency: Wieden+Kennedy, Amsterdam.

Michelob Ultra – The Superior Match

“One Lobby. Too Many Legends. Not Enough Superior Light Beer.” Michelob ULTRA’s FIFA World Cup 2026 campaign smartly transforms a simple beer run into an epic football showdown, using a cinematic hotel-lobby match to embody its “Superior is Worth Playing For” platform. The spot works because it mixes elite competition, humor, and pop culture energy, turning the product into the prize everyone fights over. The all-star cast includes Lionel Messi, Christian Pulisic, Sergiño Dest, Antonee Robinson, Lautaro Martínez, Nicolás Paz, Ronaldo, Guillermo Ochoa, Alex Morgan, and Billy Bob Thornton, giving the campaign massive global and cross-generational appeal. Beyond the film, Michelob ULTRA extends the experience through Pitchside Club fan hubs in Santa Monica and New York City, stadium Beer Gardens, nationwide ticket giveaways, bar-based soccer challenges, fan-voted “Superior Player of the Match” trophies, and limited-edition FIFA World Cup packaging, making the brand feel embedded in the tournament itself rather than just sponsoring it. Creative Agency: Created In-House.

Nike – Universe Of Football

Nike is teasing a new “universe of football,” blends football stars, athletes, celebrities and artists with authentic ties to the sport. There will be a forthcoming hero spot, but Nike said the campaign will unfold “over 12 weeks” through a mix of collaborations and cultural activations across the globe. The effort signals a broader shift in strategy, with Nike positioning football as something fans actively participate in across culture, community and creativity rather than simply watch. Previewed through Polaroid-style imagery, this Nike campaign is expected to be its biggest football expression yet. Creative Agency: Wieden+Kennedy, Portland.

The featured celebrities are: Alexia Putellas, Alphonso Davies, Bruno Fernandes, Central Cee, Clint 419, Cole Palmer, Cristiano Ronaldo, Didier Drogba, Edgar Davids x Patta, Eric Cantona, Erling Haaland, Estevão, Federico Valverde, Jacquemus, Jamal Musiala, Jorge Campos, Kerolin, Kim Kardashian, Kylian Mbappé, LeBron James, Lego, Lisa, Mateo, Mercurial Superfly, Mercurial Vapor, Nico Williams, Nocta, Pacemanissove, Raúl Jiménez, Ronaldinho, Scorpion, Serena Williams, Slawn, Toma Ballers, Travis Scott, Tyler Adams, Vinicius Jr., Virgil Abloh Archive, Virgil van Dijk, Wayne Rooney x Palace, Young Miko and Zlatan Ibrahimović.

Orange – The Blues In America

French telco leader Orange built a World Cup campaign around a simple twist: the French national team are amazing footballers, but terrible Hollywood actors. Instead of the usual emotional, overproduced sports ad, the campaign parodies blockbuster movie trailers with players awkwardly overacting and failing on set. The idea is smart because it breaks every cliché of sports sponsorship advertising. Rather than glorifying the players as untouchable heroes, it makes them funny, relatable, and human, perfectly matching Orange’s “Human before Technology” positioning. Starring Kylian Mbappé, Ousmane Dembélé, Désiré Doué, Aurélien Tchouaméni and Theo Hernandez, and leaning into self-deprecating humor and the Hollywood setting of the 2026 World Cup, the campaign becomes more memorable, shareable, and emotionally warm than another generic “epic football” commercial. Creative Agency: Publicis Conseil, Paris.

Paddy Power – Nobody Does Football Better Than Us

Every tournament comes with its own football rituals, but when England meets America, it becomes a full-on cultural showdown. Pints flying vs. fireworks blazing. Terrace chants vs. kiss cams. Greasy matchday food vs. stadium snacks. “Bruva” vs. “Bro.” Danny Dyer vs. Rob Lowe… Paddy Power perfectly taps into that tension, turning the England–USA rivalry into a brilliantly exaggerated clash of football cultures. Loud, irreverent, and packed with sharp one-liners, the film feels unmistakably Paddy Power: bold, cheeky, and completely self-aware. It’s a smart reminder that football isn’t just a game, it’s identity, ritual, and endless debate. Creative Agency: BBH, London.

Pepsi – Football Nation

Instead of focusing only on football matches or product shots, Pepsi’s campaign taps into the everyday culture, rituals, arguments and humor that fans constantly share online and offline. The campaign turns fandom itself into the entertainment, from debates about “football vs soccer” to lucky jerseys and superstition rituals, making fans feel like they are shaping the sport together. By combining huge global football stars with internet culture, Reddit discussions and even a browser extension, Pepsi creates something designed to spread socially and stay relevant beyond tournaments. The ad features David Beckham, Mohamed Salah, Vinícius Júnior, Lauren James, Alexia Putellas, Florian Wirtz, plus a cameo from Gordon Ramsay. Creative Agency: BigTime Creative Shop.

Powerade – Power Your Fate

Ahead of the 2026 FIFA World Cup, Powerade’s campaign positions preparation, not just performance, as the true foundation of greatness. Featuring rising global stars Lamine Yamal and Rodrygo, the film connects elite athletes with everyday players around the world, emphasizing that destiny is shaped long before kickoff through discipline, training, and hydration. Backed by a cinematic spoken-word narrative, the ad expands Powerade’s “Pause is Power” platform into a broader message of empowerment. “Don’t wait to be chosen, choose to be ready.” Creative Agency: WPP OpenX, New York.

Stella Artois – Celebration (ft. David Beckham)

Stella Artois’ commercial shifts the focus from the pitch to the bar, positioning local pubs as the true stadiums of fan passion. Built around the brand’s “Taste Worth More” platform, the campaign celebrates the euphoric release of scoring a goal, with global ambassador David Beckham being the only one not throwing his beer to the roof. The campaign will be supported in the US through bar takeovers, curated viewing experiences, limited-edition packaging, branded merchandise, and the #AllRoundsOnBeckham sweepstakes. “When the beer hits the fan, hold onto your Stella.” Creative Agency: Gut, New York.

Tecate – There’s Football Outside Football

This new Tecate (Mexican beer brand from Heineken) campaign reimagines iconic football moments, like The Hand of God goal, controversial penalties, and dramatic defeats, by recreating them in everyday social settings such as bars, house parties, and backyards. Instead of showing actual matches or athletes, Tecate cleverly translates football culture into relatable fan behaviors, emphasizing that the passion and drama of the game live beyond the pitch. The three print ads tap into shared cultural memory while grounding it in real-life experiences. Shot by Photographer Ale Burset, the minimalist black-and-white aesthetic adds emotional weight and authenticity. Creative Agency: LePub, Mexico.

Visa – Tap In

Visa’s World Cup campaign takes a very simple football moment, the easy “tap in” goal, and turns it into a metaphor for frictionless payments, making the product benefit instantly understandable worldwide. Instead of explaining payment technology in a technical way, the campaign connects Visa’s tap-to-pay system to the emotion, spontaneity and rituals of World Cup fandom. Using humor and celebrity energy the film portrays Jason Sudeikis (Ted Lasso) travelling across the three host nations. It also stars Lamine Yamal, Erling Haaland, Christian Pulisic, Jorge Campos and commentator Andrés Cantor. The campaign will extend beyond advertising into promotions, fan activations and community funding, which will give supporters more ways to interact with Visa during the World Cup. Creative Agency: Anomaly, New York.