FIFA World Cup 2026
Total Wireless ran a guerilla marketing campaign offering World Cup tickets to fans who brought in tear-off tabs from street flyers advertising free tickets to the carrier’s nearby locations. The stunt’s first stop in New York was turned into a spot produced by The Community and will be followed by similar ones in Miami, Houston and Los Angeles. The brand is also running a sweepstakes April 8-May 31 for its reward members to win tickets across all host cities, including a pair of tickets to the World Cup Final on July 19.
Valvoline Global’s World Cup campaign, The Original Motor Oil: For The Driven, spotlight’s the devotion of fans and highlights the brand’s 160-year journey alongside the tournament’s history. The global campaign will first roll out across the U.S. and Mexico before expanding to Canada, India, China, Australia, Thailand and Saudi Arabia.
In case we needed any further reminders that Lionel Messi is a machine, Duracell launched Messi Reboot, its latest spot featuring the soccer icon with its spokesman, the Duracell Scientist, who gives him a “Power Boost” to complete his play. The spot is part of a partnership that will include a series of social content, a sweepstakes in which fans can win signed merch and prizes inspired by the player and the release of an exclusive Duracell x Messi battery product line in May. The spot will run across linear TV, OTT and CTV, programmatic, social and audio.
Stella Artois and longtime spokesman David Beckham is officially kicking off the tournament sponsor’s “Taste Worth More” brand platform with Celebration, a fun spot from Gut featuring the soccer legend making a very smart (and ostensibly safe choice) to lift his chalice in celebration of a goal and a sip of the beer. The brand will also be hosting tournament viewing parties in bars where fans can get branded merch and enter to win a chance to get “beer money.”
The FIFA World Cup 2026 New York New Jersey Host Committee introduced its official ambassadors, New York Knicks guard Josh Hart, Gotham FC and U.S. Women’s National Team star Midge Purce and former New York Giants QB and two-time Super Bowl champ Eli Manning. The trio will be tasked with bringing visibility, energy and leadership to the region’s efforts throughout the tournament.
(Photo credit: FIFA, used with permission)
Mondelēz International launched its Summer of Soccer integrated campaign featuring its snack portfolio. The campaign, which includes soccer stars Alex Morgan, Christian Pulisic and Sophia Smith, spotlights its Chips Ahoy, Ritz, Sour Patch Kids and Swedish Fish brands, which will roll out in limited-edition soccer-themed packaging. Fans can also enter the brand’s “Score Snack Goals” sweepstakes for chances to win meet-and-greets, training sessions and more with the stars.
Axe kicked off its TikTok sweepstakes offering fans a chance to win a date experience at the tournament with two tickets to a private, star-studded suite at the Miami quarterfinal and a $2,000 gift card to assist with travel and lodging expenses. The brand partnered with popular creators The Pointer Brothers for the promotional campaign for the sweepstakes, which launched alongside the debut of branded Axe x FIFA World Cup ’26 limited-edition products.
Seen and heard at the Deep Blue Sports + Entertainment Business of Women’s Sports Summit…
JP Morgan Chase announced it has partnered with the Women’s National Basketball Players Association (WNBPA), becoming the league’s financial education partner and Financial Services Sponsor. As part of the agreement, the brand will provide year-round financial education to support players as athletes, entrepreneurs and leaders building long-term opportunities.
Athlos cofounder and former CMO Kayla Green announced she is stepping into the new role of president of the track and field event, which she also confirmed is going global.
Pacers Sports & Entertainment chief commercial officer Joey Graziano shared that over 75% of the fanbase for Indiana’s basketball teams (the Pacers and the Fever) travel from out of state to attend the games. Make of that what you will.
(There were so many more gems, but you really just have to attend the next one.)
And in other news …
The General and WWE announced a multiyear partnership, with the brand becoming the official auto insurance partner of the company. The deal includes center ring branding at WrestleMania 42, a presence on Friday Night Smackdown and a Fan of the Year program, uniquely centered on fans created by Spool Marketing in which winners will be selected by both brands. A new spot created in partnership with WWE and BBDO stars WWE superstars Rhea Ripley and Carlee Bright alongside the brand’s mascot.
ESPN and agency Arts & Letters released two new spots for its NBA Playoffs campaign for Inside the NBA. The fun spots star the show’s longtime hosts Kenny Smith, Ernie Johnson, Shaquille O’Neal and the always comical Charles Barkley.
Ahead of the NFL Draft, Snickers Ice Cream announced its partnership with Ohio State Buckeyes wide receiver and likely early first-round draft pick Carnell Tate. The campaign introduces the brand’s limited time “Chill” bars and will include product drops and a creator/athlete integration of a custom gold “Chill Chain” encrusted with diamonds, sapphires and rubies, which Tate will wear on draft night before it’s awarded to a fan.
(Photo credit: Mars, used with permission)
Topps launched its MVP Buyback Program with a cheeky spot featuring L.A. Rams MVP and Super Bowl champion Matthew Stafford and his real-life aunt, Amy. I’m Redeemed was created by Sawhorse.
Nike celebrated Rory McIlroy’s repeat win at The Masters with a great tribute spot from Wieden + Kennedy.