Who's Winning the World Cup 2026 Advertising Battle?

The FIFA World Cup is heading to North America this summer and with that comes a whole host of advertising content. The world's biggest sporting event also presents some of the biggest marketing opportunities. Let's take a look at who's scoring goals and who's committing foul play in the advertising sector...

Adidas | Backyard Legends

Featuring film star Timothée Chalamet assembling a dream team of Jude Bellingham, Lamine Yamal and Trinity Rodman, the Adidas Backyard Legends ad relies on star power. With cameos from Lionel Messi, Bad Buddy, Zinedine Zidane and others, the campaign blends 90s inspired nostalgia with celebrity culture and street-football mythology. 

Budweiser | Let It Pour

Focused on the emotional moments and high stakes of elite football, Budweiser’s campaign Let It Pour features Erling Harland and Jürgen Klopp. By using intense, cinematic moments to capture the buildup, the ad channels the passion and emotional highs that fans can expect to experience at the World Cup this summer. 

Lays | Most Epic Watch Party

Lionel Messi, David Beckham, Thierry Henry, Alexia Putellas and Steve Carell unite for Lay’s Most Epic Watch Party ad. With unsuspecting shoppers invited to an exclusive football party if they’re carrying Lay’s chips, the campaign position’s Lay’s as an essential part of the matchday viewing experience. 

Mcdonald's | World Cup Cups

McDonald’s promote their new must-have collectors items with their World Cup Cups ad. Featuring all of the big names who appear on the new cups, the campaign focuses on feel-good vibes and actually shows players visiting the restaurants. This is a great way for McDonald’s to promote the cups and ultimately drive purchases.

Nike | Rip the Script

Nike have followed the pattern of stacking their World Cup ad with as many big names as possible. Rip the Script features Cristiano Ronaldo, Kylian Mbappé, Vinicius Júnior and Erling Haaland, among others. The campaign rejects the controlled nature of football nowadays, and focuses on celebrating players who redefine the game on their own terms. 

Pepsi | The Home of Football Banter & Rivalry

David Beckham makes another appearance, this time for Pepsi’s Home of Banter feature. Focusing on the rivalry and social commentary surrounding football culture, this campaign emphasises fan interactions, making it extremely relatable to the audience. 

Powerade | Power Your Fate

Powerade stays in its lane with a campaign focused on preparation, discipline and mindset. Starring Lamine Yamal and Rodrygo, the Power Your Fate campaign blends cinematic storytelling with culturally inspired visuals to show how moments of preparation lead to defining performances. 

Visa | Tap In

Tap In from Visa puts the emphasis on the fan journey, positioning everyday transactions as the gateway to World Cup experiences. Featuring Ted Lasso star Jason Sudeikis, alongside Lamine Yamal, Erling Haaland and Christian Pulisic, the ad plays on the idea of using Visa benefits to unlock tickets, travel packages and exclusive matchday access. 

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