- Fan experience dominates early creative themes, with brands using a mix of ordinary fans and celebs to get fans hyped (and educate them) for what’s to come.
- Most campaigns are still to come, more than 50% of major sponsors haven't launched yet, and rising Gen Z stars remain an untapped opportunity.
- Football legends lead creative, with Messi, Beckham, and Henry starring across multiple campaigns and brands, often paired with Hollywood talent.
With the 2026 FIFA World Cup just three months away, the advertising landscape is only beginning to take shape. Of the 20 official sponsors across three sponsorship tiers, more than half have yet to release creative, signaling that the bulk of campaign spend and storytelling is still to come. Early campaigns do however offer a strong read on the themes, talent strategies, and playbooks brands are already leaning into.
Hyping Football Fandom
Fan-first storytelling is emerging as the dominant theme, with many brands pairing athletes and everyday fans to build excitement ahead of the tournament. Verizon taps soccer legends to surprise fans with “Golden Tickets,” while The Home Depot builds its spot around USMNT striker Ricardo Pepi, grounding the experience in rising U.S. talent. Meanwhile, Telemundo and Owen Wilson team up to get hyped for the game.
At the same time, some brands are taking a different route. Coca-Cola and Dove’s “FIFA Fandom: Rinse and Repeat” prove that star power isn’t required, instead leaning into authentic fan energy and emotional connection to drive excitement.
Football Legends & Celebs Take Center Stage
Among celebrity-led campaigns, global football icons are leading the charge. Lionel Messi dominates early creative, appearing across multiple campaigns (Adidas, Michelob Ultra, and Lay’s), while David Beckham (Lay's, Verizon) and Thierry Henry (Kia, Lays) are also featured prominently throughout the lineup.
But it’s not just about athletes. Brands are increasingly pairing sports stars with entertainment talent to broaden appeal, a tactic we've seen drive top-performing Super Bowl campaigns. Lay’s brought together a roster of football icons alongside Steve Carell, while Dove Men+Care paired Marshawn Lynch with Trinity Rodman.
As the tournament approaches, advertisers should recognize that U.S. audiences are less familiar with global football culture, making recognizable talent a critical driver of interest and engagement.
Rising Stars Still an Untapped Opportunity
While football legends dominate early creative, the next generation remains largely absent. Adidas stands out as the only brand featuring emerging talent like Lamine Yamal and Florian Wirtz, names that may still be unfamiliar to many American viewers.
This presents a clear opportunity. Rising players are critical for connecting with Gen Z audiences, and as the tournament nears, brands that invest in introducing next-gen talent may unlock new levels of engagement.
What’s Coming Down the Pitch
With months to go, the biggest wave of creative is still to come. Major sponsors, including McDonald’s, Visa, Bank of America, Hisense, Airbnb, and Diageo, have yet to debut their campaigns.
What’s next? Expect more high-impact talent pairings and big-name directors entering the mix as the tournament approaches.
Stay tuned as we continue tracking World Cup advertising as it unfolds.
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