The FIFA Men’s World Cup is returning to the U.S. for the first time since 1994 and brands are gearing up for what some are calling 14 Super Bowls.
FIFA World Cup 26 will be the largest and most ambitious tournament in history with lots of firsts. It’s the first World Cup hosted across three countries (the United States, Mexico and Canada), the first with 48 teams, the first time it will take place in 16 host cities including Mexico City, Miami and New York.
Mexico will host the Opening Match on Thursday June 11th in Mexico City, where 13 matches will take place across the tournament. Canada will also host 13 matches beginning an opening on June 12th at Toronto Stadium. The United States will host 78 matches, starting with an opening game on June 12th 2026 at Los Angeles Stadium. The final game will be held July 19th in New York New Jersey.
Fox and NBCUniversal will be broadcasting the games and brands are using the world stage to go big. We are tracking all of the brands advertising at the World Cup. Check back regularly as we will continue to update this tracker until the games begin.
EA Sports
EA Sports has dropped a new campaign that will run during the tournament to promote FC 26. The spot stars Jude Bellingham, Endrick, Pedri, Weston McKennie, Zlatan Ibrahimović,and David Beckham.
Nike
Nike has dropped its World Cup spot. The “Rip the Script,” calls on athletes everywhere to drop the playbook and follow their instincts. The campaign is centered around a spot featuring soccer legends: Cristiano Ronaldo, Kylian Mbappé, Erling Haaland and Vini Jr., alongside other celebrities including: LeBron James, Travis Scott, Kim Kardashian, Ted Lasso (Jason Sudeikis), Kate Scott, Channing Tatum, Young Miko and LISA.
“We know the magical moments in football happen when players trust their instincts,” said Helena Thornton, vice president, Nike brand management, in a statement. “That’s the kind of football we love: fresh, instinctive, unexpected and creative.”
Marriott & Visa
Marriott & Visa have launched the “For Fans, Everywhere” campaign to run during the World Cup. The spot stars Erling Haaland and Vinicius Júnior to help spread the message that community is everywhere the game is played and highlights the similarities of soccer and travel.
Indeed
Jobs site Indeed is running its new “Jobs Need People” campaign, created in collaboration with 72andSunny, during the Fox broadcast of the games.
“Over the last few years, we’ve used a lot of humor in advertising and digital content and I don’t feel that’s appropriate right now,” said James Whitemore, global chief marketing officer at Indeed. “There’s nothing funny about the job market. And I think it has to switch to being much more empathetic, to understanding that a lot of the job markets are very tough right now and positioning ourselves as a guiding light who can help people understand what is happening, and help them make informed decisions.”
In addition to the spot, the brand has hired a “Chief World Cup Watcher” someone who watches every game from a studio in Times Square and provides social commentary on the games.
Irn-Bru
Scottish soda brand Irn-Bru is bringing back the “Made In Scotland From Girders” song for a World Cup campaign. The spot features Scottish icons including Susan Boyle, Scotland captain John McGinn, Franz Ferdinand’s Alex Kapranos, comedian Paul Black and viral singer May Miller. Directed by Grandmas through Academy, the TV effort will also run across social, digital, OOH and audio.
Coca-Cola
The Coca-Cola Company has been involved in stadium advertising at every FIFA World Cup since 1950. This year the brand has created a new Coca‑Cola Anthem for FIFA World Cup 2026 – an update on Van Halen’s iconic song “Jump,” performed by J Balvin, Amber Mark, Steve Vai andTravis Barker. The track was released via Real Thing Records in partnership with Capitol Records.
The brand has also dropped a couple of three spots for the campaign including: “Bubbling Up,” “Uncanned Emotion” and the latest “No Better Felling” which highlights the intensity of the matches.
DoorDash
DoorDash has launched the brand’s first-ever global campaign called, “Deliver Us To Fútbol” as part of the World Cup. The effort highlights the namesake brand, as well as Deliveroo and Wolt in spots including football legends Ricardo Kaká and Alex Morgan and creator Khaby Lame.
Unilever
Unilever Personal Care is running a global experiential campaign that will include more than 35 brands including: Dove, Dove Men+Care, Rexona/Degree and Axe/Lynx based on the idea that players and spectators alike will be ‘fresh for every stage’.
The company has partnered with a diverse network of influencers and content creators across its largest markets ranging from soccer fans, players and sportscasters to fashion, lifestyle and beauty creators. The company will also host the House of Fresh, a an in-person creator hub in Mexico City, New York and Miami. Additionally, the CPG giant will has created a new 24/7 social media hub, The Locker Room, across platforms TikTok and YouTube.
Dove
Dove is using its official sponsorship of the FIFA World Cup to drive home a key message for the brand: helping girls build body confidence so they can stay in the game. The effort is centered on a new spot, that will run during the broadcasts, that encourages girls to celebrate their bodies and the joy of sports.
“At the FIFA World Cup, we’re showing up on one of the world’s biggest sporting stages to celebrate girls’ joy, passion and confidence in sport,” said Melissa Grevstad, head of brand purpose for Dove North America at Unilever. “We know girls are involved in the soccer world as players and fans, but too many of them choose to leave the sports they love because of body criticism. Dove research shows that 1 in 2 girls who quit sports are criticized for their body type, despite still loving the sports they play.”
Ikea
Ikea is launching a new campaign for the World Cup aimed at Hispanic households to turn match days into a chance to host parties. The “El Lineup de Tus Sueños”effort highlights how Ikea sofas and snack tables can help fans turn their living rooms into watch party destinations. The campaign, created by alma, is running across TV, CTV, social, OOH, radio and digital.
“Our strategy is centered on showing up in culturally relevant moments in a way that feels authentic, meaningful, and true to the Ikea brand purpose,” said Jessica Santiago-Byrd, senior manager, growth & multicultural marketing at Ikea. “This campaign is about more than visibility. It’s about building emotional relevance by connecting with consumers through their passions and everyday rituals, whether that’s gathering to watch a match with family, hosting friends, or celebrating moments of togetherness at home.”
Quaker
Quaker is the Official Breakfast of the FIFA World Cup 26 and the brand is debuting a new TVC. The spot shows kids eating Quaker for breakfast before heading off to play soccer. It will run throughout the tournament across linear, digital, social, OLV and streaming channels. Quaker will also sponsor FIFA’s Player Escort Program, which brings young fans onto the pitch with their soccer heroes.
Additionally, the CPG brand is offering fans the opportunity to win tickets to games now through June 24, 2026. Fans can visit www.QuakerFWC26.com to register and enter for a chance to win (no purchase necessary), as well as submit product codes (UPC) from participating Quaker products for additional bonus entires.
Visa
Visa is the Worldwide Payment Technology Partner of the FIFA World Cup 2026 and the brand is using the event to launch its “Tap In” campaign starring Jason Sudeikis alongside global soccer icons Lamine Yamal, Erling Haaland, Jorge Campos, Christian Pulisic and legendary broadcaster Andrés Cantor. The spot encourages consumers to pay with Visa for the chance to win tickets to games.
PepsiCo’s Lay’s
Lay’s has dropped a new ad for the World Cup, created with 72andSunny, starring Will Ferrell called “Jump on the Bandwagon, America.”
“We took a so-called sports taboo and flipped it. Because it’s way more fun to be a Bandwagon Fan despite what the internet slander says. You literally can’t lose. That’s a real unlock. We set out to make Lay’s the brand having the most fun during the World Cup,” said Zach Hilder, chief creative officer at 72andSunny in a statement.
Michelob Ultra
Michelob Ultra has dropped its “The Superior Match” – a showdown for beer starring soccer legends Christian Pulisic, Sergiño Dest, Antonee Robinson, Lionel Messi, Lautaro Martínez, Nico Paz Guillermo Ochoa, Ronaldo Nazário, Alex Morgan and special guest Billy Bob Thornton.
Nescafe
Nescafe is kicking off the summer of soccer season with “The Nescafe Third Half,” a new U.S. and Mexico TVC campaign from Casanova starring Landon Donovan and Luis García. The campaign is based on the idea that the conversation doesn’t end at the final whistle but it lives on over a cup of coffee. The campaign includes TV, digital, social, OOH and experiential.
Powerade
Powerade is the Official Sports Drink of FIFA World Cup 26. The brand recently dropped the, “Power Your Legacy” campaign, which focuses on how athletes prepare behind the scenes and the role hydration plays in performing in the games. The ads include players Lamine Yamal and Rodrygo Goes.
Dove Men+Care
Dove Men+Care has launched the “Care for Your Skin Like You Care for the Game,” for FIFA. In addition to the ad, the campaign integrates limited-edition product drops tied to ticket giveaways, influencer marketing and immersive “Ritual House” activations in host cities like Kansas City, NYC, and Miami.
Adidas
Adidas has dropped a new film for the FIFA World Cup 2026 called “Backyard Legends.” Starring Timothée Chalamet, Lionel Messi, Bad Bunny, Lamine Yamal, Jude Bellingham and Trinity Rodman, the film is set in the streets with a 90s vibe and centers on the idea that legends are born in backyards and neighborhood games. This new campaign is centered on the brand’s core message, “You Got This.”
Lay’s
Lay’s is the Official Snack of FIFA World Cup 2026 and the brand is using the position to run its “No Lay’s, No Game” campaign. The campaign includes several ads, as well as special fan access to celebrities to a WhatsApp group chat featuring Alexia Putellas, Lionel Messi, Sir David Beckham, Steve Carell and Thierry Henry who will be involved in a Watch Party.
Duracell
Messi is partnering with Duracell for a soccer themed promotion including a sweepstakes and limited-edition packaging showing off his tattoos.
Celsius
Energy drink brand Celsius has dropped a new sparkling beverage called Electric Vibe and a full campaign timed to the FIFA World Cup. The brand worked with production agency Quiet Half on the campaign’s hero spot “The Surge.”
Budweiser
Anheuser-Busch brand Budweiser launched a nostalgia-based effort paying tribute to its 40-year sponsorship of the World Cup. At the other end of the beverage spectrum, the tournament also has an official champagne, Taittinger, which is releasing limited-edition FIFA World Cup bottles.
Coors Light
Coors Light is kicking off World Cup season by launching “The Coooors Call” – a new campaign that transposes the long “O” shouted in “GOOOOAL” into the Coors Light name. The effort, made wit Droga5, is centered around a :30 spot featuring soccer announcer Andrés Cantor, well known for his iconic goal calls. In the spot and a social post featuring Cantor’s son, fans are encouraged to submit their own Coooors Call to enter to win beer money.
“This summer, two things are certain – people will be watching soccer and they’ll be drinking beer while cheering on their favorite team,” said Matt Carpenter, vice president of marketing at Coors Light. “That’s where Coors Light steps in with our new campaign: The Coors Call.”
Degree
Inspired by the work players are putting into the upcoming World Cup, Degree has launched a new brand platform called “Here for Sweat”. As part of the effort, the Unilever brand is teaming up with U.S. soccer player Christian Pulisic for a new TV campaign that highlights the sweat that goes into preparing for the FIFA tournament.
“At Degree, our strategy starts with our core belief: we’re here to support people through every drop of sweat,” said Chris Symmes, head of marketing at Degree Deodorant. “Football, especially on the global stage, is one of the purest expressions of that. It’s where intensity, preparation, pressure, and performance all come together.”
Truly Hard Seltzer
The Boston Beer Company’s Truly Hard Seltzer is running the “Drink like a Believer” campaign leading up to the games. For the effort, Truly is partnering with USMNT star Weston McKennie for a nationwide search to rename one American town “Believe, USA.” The brand will do a full town takeover of the winning community ahead of tournament kickoff. Nominations for Believe, USA are open now through April 26.
Additionally, the brand is running a national campaign across streaming, bars and IRL fan experiences, as well as offering limited edition cans and packages.
Valvoline
Motor oil brand Valvoline is running its first-ever FIFA World Cup campaign that honors fans that drive thousands of miles to watch FIFA games. “The Original Motor Oil. For the Driven” celebrates the human spirit and the emotional connection felt on the road by fans around the globe traveling to the games in person or to watch parties with friends.
“Being The Original Motor Oil means we have always been a part of the fan’s journey. The FIFA World Cup is the perfect platform to celebrate this as fans all over the world travel in cars, buses, trucks and motorcycles to watch their country play,” said Michael Kirtman, chief brand officer, Valvoline Global, in a statement. “This ad campaign celebrates the fans who go the distance for the game, and the skilled hands that trust Valvoline to keep every fan moving. We’re proud that our products and campaign can champion the people who make the journey, as well as those who help make it possible.”
Don Julio
Diageo’s tequila brand Don Julio has dropped a national campaign ahead of the World Cup called Made to Be Raised. The campaign is centered on a new Tequila Don Julio 1942 FIFA World Cup 2026 Edition bottle design, as well as a film from director Leigh Powis. The film follows FIFA World Cup winner Thierry Henry arriving at a post-World Cup party with the enthusiasm of winning. The spot will run during the final tournament of the games.
Verizon
Verizon is taking its role as a company that connects people to each other with its latest promotion, touting the brand’s status as the “Official Telecommunications Sponsor” or the World Cup. For the promo, soccer legends Tim Howard, Chucky Lozano, Alyssa Thompson and Giselle Thompson made one-on-one video calls to 20 Verizon customers (who are also soccer fans) to reward them with a “Golden Ticket” to the tournament, which includes pitchside access.
“We’re the Official Telecommunications Sponsor, which means we’re doing the heavy lifting of powering the stadiums and the operations, but we didn’t want to just be another logo on an LED board,” said Ricardo Aspiazu, senior vice president, creative & brand design at Verizon. “We decided to skip the traditional ‘win a prize’ flow and focused on creating a core memory.”
Ferrara
Ferrara is introducing three limited-edition, soccer-themed versions of its most popular candies – Nerds, SweeTarts and Trolli – in advance of the upcoming FIFA Men’s World Cup this summer.
The candies include a “SweeTarts Ropes GOOAAL-DEN Pineapple Punch,” “Nerds Gummy Clusters Candy Berry Punch Breakaway” and “Trolli Sour Brite Squad.” Packaging will include U.S. Soccer graphics and soccer-inspired details.
The promo comes on the heels of the company’s recently announced multi–year partnership with the U.S. Soccer Federation.
“Both candy and soccer have a shared value of bringing people together and sparking joy, whether through the fandom of the game itself or shared moments with our iconic brands,” said Kiren Devereux, director of marketing, SweeTARTS, at Ferrara. “This is the first activation in our multi-year partnership with both the U.S. Soccer Men’s and Women’s National Teams, and we’re looking forward to creating new ways for fans to connect with the teams through our brands.”
Ferrero North America
Ferrero North America is investing a combined $100 million in marketing campaigns this year on the Super Bowl and the FIFA World Cup.
“The investment marks a defining moment for Ferrero in North America,” said Michael Lindsey, president and chief business officer of Ferrero North America, in a statement. “We’re going ‘All In’ on these transformational campaigns because we recognize the incredible opportunity to showcase our brands amid the world’s biggest cultural moments. This is not just our most historic marketing investment ever, but our boldest statement of confidence in our North American growth trajectory and our commitment to continue making Ferrero and its brands household names across America.”
Roblox
Roblox has teamed upw ith FIFA and Gamefam to create the FIFA Super Soccer, the official FIFA game on Roblox.
The partnership is part of FIFA’s ongoing mission to developing new and diverse interactive football experiences for young fans as they head into the World Cup 2026. As part of the partnership, Gamefam’s existing Super League Soccer — which averages 9.5 million monthly active users, 1.5 million daily gameplay sessions — will be renamed and rebranded as FIFA Super Soccer to become FIFA’s new official experience on the platform.
To begin, 14 adidas partner football clubs will be playable in FIFA Super Soccer via a new event: the adidas Football Festival, a four-week long activation featuring Flamengo, Boca Juniors, Club América, Aston Villa, Union Berlin, Al Nassr and more.
US Soccer
US Soccer is running its 2026 World Cup “Never Chase Reality” campaign, the organization’s largest national campaign to date.
“Soccer has always been about more than what happens on the field, it lives in our communities, in our fans, and in every person who believes in this team,” said Catherine Newman, chief marketing & communications Officer, U.S. Soccer. “The campaign reflects that spirit. It celebrates the resilience of our players and the passion of our fans as we unite behind a common purpose heading into 2026.”
Home Depot
Home Depot has kicked off the “We All Have a Name” campaign featuring USMNT striker Ricardo Pepi alongside Home Depot associates. The ad highlights the personal stories behind every jersey and employee every apron, connecting the pride of soccer fandom with The Home Depot’s culture of doing.
The home retailer also revealed plans to bring activations to multiple host cities across North America – from Monterrey to Atlanta to Toronto. These will include outdoor viewing parties and DIY fan zones, that are tailored to the local city’s culture and community.
Heather Dade Themelis, senior manager, sports marketing at Home Depot said that the retailer’s FIFA World Cup sponsorship is part of a long-term strategy to connect The Home Depot with passionate fanbases across sports and entertainment.
“Soccer is the fastest-growing sport in the U.S., and the 2026 World Cup will be one of the largest sporting events ever held,” Dade Themelis told Brand Innovators. “This sponsorship gives us a platform to show up authentically at one of the biggest sporting events in the world – across three countries where we operate – and to engage fans through community-focused activations, performance media, and brand storytelling.”
Michelob ULTRA
Michelob ULTRA is the Official Beer Sponsor of the FIFA World Cup 2026. To celebrate, the beer brand has created a newly designed MVP trophy. The Superior Player of the Match trophy, which will be awarded to one standout player after every FIFA World Cup 2026 match based on fan’s votes. Lionel Messi stars in a spot to unveil the trophy.
“As the U.S., Canada and Mexico prepare to host the FIFA World Cup, Michelob ULTRA set out to create a trophy worthy of this historic moment,” said Ricardo Marques, Senior Vice President of Marketing for Michelob ULTRA, in a statement shared with Brand Innovators. “The 2026 Superior Player of the Match trophy celebrates four years of training, unforgettable plays, and hard-fought battles. This design stands as a tribute to the dedication, passion, and excellence of the players who will lift it this summer.”
Hyundai
Hyundai is bringing its “Be There With Hyundai” platform to the FIFA World Cup 26. As part of their initiative, the car maker is running a global art contest for kids (ages 5-12) called “The Greatest Cheer.”
Participating kids can download the official drawing template from FIFA.com, make their art and submit a scanned image of the work to FIFA’s email (betherewithhyundai@fifa.org). One winner will be selected for each participating National Team – the design will be featured on that team’s bus. Winners will also win prize such as match tickets airfare, and accommodations.
“The Be There With Hyundai initiative offers a unique opportunity for children around the world to express their passion and aspirations for the FIFA World Cup 26,” said Sungwon Jee, senior vice president and global chief marketing officer at Hyundai Motor Company, in a statement shared with Brand Innovators.
“This initiative reflects the passion and hope of the younger generation in the National Team bus design, connecting children’s dreams with the players and creating shared strength. Hyundai Motor remains committed to delivering diverse programs that share the excitement and emotional experience of the FIFA World Cup with football (soccer) fans worldwide.”
Mastercard
Mastercard has a longstanding partnership with global soccer legend Lionel Messi. Their latest teamwork comes in the form of a campaign inspired by the jersey swap. The brand created a limited-edition collection of 10 custom designed jerseys in collaboration with creative director Guillermo Andrade. The La Colección Diez de Diez is inspired by the 10 chapters that have defined Messi’s career.
Lenovo
Lenovo, the first-ever “Official Technology Partner of the FIFA World Cup” will be taking advantage of the storytelling capabilities of the event. But they are doing more than sponsoring the tournament – they are delivering the AI technology that will power it.
“Our technology will be deployed across every level of planning and execution, from FIFA headquarters and the International Broadcast Centre to venues across North America,” said Jeff Shafer, senior vice president, corporate marketing group at Lenovo. “We’re focused on ensuring flawless performance across infrastructure, content workflows, team logistics, and fan engagement. This is the biggest stage in the world. We will be the technology backbone for the most watched and most complicated event in history. What better way to show the world what we can do and how we can make an impact.”
Kia
Kia America’s FIFA partnership reflects the brand’s global vision: “movement that inspires,” said Brad Mays, director of brand experience at Kia. “Soccer is the world’s most unifying sport, and it gives us a powerful platform to connect with passionate, diverse communities across generations. We’re not just sponsoring a sport, we’re investing in culture, creativity, and the shared energy that soccer ignites.”
Huggies
Kimberly-Clark’s diaper brand Huggies is running a social media campaign tied to the World Cup. Based on data that suggests more than half of U.S. workers plan to take time off to watch the games, the diaper brand is encouraging couples who are looking to conceive to time their parental leave with the 2026 tournament. According to the diaper brand’s math, if you conceive a baby in October 2025, parental leave will be timed to the June 2026 tournament. Huggies is running a social media campaign with provocative music to encourage couples to “kick things off” and “do it for the team.”
Casamigos
As a sponsor of the game, tequila brand Casamigos is running a sweepstakes for consumers to win tickets to attend
