The 2026 FIFA World Cup is in full swing. This year, for the first time, the tournament is being co-hosted by the United States, Canada and Mexico. Alongside the action on the pitch, however, there is traditionally another battle taking place – the battle for the fans’ attention. Dozens of brands are therefore launching their campaigns during the tournament, seeking to capitalise on one of the world’s most-watched sporting events to build emotion and foster relationships with consumers.
Our editorial selection of adverts shows how brands can approach the World Cup in ways other than just emotional shots of balls in the net and polished football boots. After all, a creative approach can also be based on humanity, self-deprecating humour or cultural details.
AXE: It’s OK for fans to look ridiculous
In its ‘Smell Your Best When You Look Your Worst’ campaign, AXE turns its traditional messaging on its head. Whilst the brand previously focused on attractiveness, this time it celebrates the moments when football fans look their absolute worst. In five adverts, it therefore illustrates various fan scenarios, including a Mexican fan on a Tinder date dressed up as a football pitch, a German fan in a giant decorative sausage, and a French supporter striding confidently through the city in a gigantic rooster costume. But their appearance doesn’t matter – as long as they smell good, thanks, of course, to AXE.
You can read more about the campaign here.
Visa scores fan experiences just as easily as tap-in goals
In its ‘Tap In’ campaign, Visa moves away from the usual celebrations of football stars and focuses on what fans actually experience during the tournament. The campaign stars actor Jason Sudeikis, who, alongside football personalities, takes viewers through situations such as travelling to a match, buying refreshments or entering the stadium. The central theme is the simplicity of contactless payment, which the brand links to the football term ‘tap-in’ – an easy goal scored from close range. Rather than grand sporting gestures, the campaign highlights the small moments that make up the overall fan experience.
Pizza Hut targets emotions
In contrast, Pizza Hut’s global campaign celebrates the memories that make sporting events unforgettable. The chain has chosen as its theme the story of a father and son and the bond that has formed between them over decades of football tournaments. The film, entitled Every Four Years, captures how watching matches together, traditions, celebrations and shared meals become lasting memories that bind generations together long after the final whistle.
Microsoft has incorporated a product into the World Cup
In its ‘Marcel’ advert, Microsoft shows that the World Cup need not merely be a backdrop for powerful emotions, but also an opportunity to demonstrate the practical applications of artificial intelligence. The main character is a professional driver who, with the help of Microsoft 365 Copilot, manages his busy schedule and, thanks to information from Outlook, remembers individual customers’ preferences, their previous journeys and their timetables. He is thus able to greet every passenger personally and offer them a bespoke service.
The advert follows on from previous stories in the series – ‘Hank’, ‘Jimmy’, ‘Georgia’, ‘Erin’ and ‘Pete’ – which showcase various professions using Copilot in their day-to-day work. The football championship does not play a central role here, but it creates an environment in which time management and work are under greater pressure than usual. Rather than telling a traditional sports story, Microsoft uses this global event to subtly demonstrate the benefits of its product in real-life situations.
Coca-Cola: support in moments of uncertainty
One of the classic examples of emotional fan campaigns this year is once again Coca-Cola. In its ‘Feel It All’ campaign, subtitled ‘No Better Feeling’, it reminds us that football isn’t just about goals, but above all about the emotions experienced by the fans. The advert, featuring Portuguese football manager José Mourinho and Colombian singer J Balvin, takes place during a dramatic VAR review, when tension, uncertainty, relief and euphoria alternate within a matter of seconds. It is precisely this moment that the brand uses as a metaphor for the emotional rollercoaster that unites fans, no matter where they’re watching the match from. And when you feel like you’re on the verge of a nervous breakdown, a refreshing drink can save the day.
Build It Like Beckham
In its ‘Build It Like Beckham’ campaign, The Home Depot uses football icon David Beckham in a slightly different way than viewers might expect. Rather than highlighting his sporting career, it presents him as someone who enjoys DIY, gardening and setting up his own space for watching matches. In the main advert, Beckham transforms his garden into the ideal spot for summer football evenings with the help of products from The Home Depot, showing that the fan experience doesn’t have to be confined to the stadium – it can happen at home too.
The campaign relies on humour and the chemistry between Beckham and actor Josh Lucas, who is appearing on camera for the first time after years of providing the brand’s voice-over. At the same time, it continues the trend seen in this year’s World Cup adverts, where well-known personalities do not merely serve as symbols of success, but are given more down-to-earth and human roles. Home Depot thus links football enthusiasm with home rituals and shows that even preparing a space to watch matches together can be part of the fan experience itself.
Source: mam.cz