It’s official: the 2026 FIFA World Cup has been the biggest one in history, with three nations hosting 48 teams and 104 matches over 39 days.
So far, we’ve seen our fair share of action and excitement on the pitch (did you see Cape Verde’s epic performance against Argentina? Wow!) and off it (the red card situation). But what about the marketing moves?
Without a doubt, this year’s tournament has been a rich playing field for marketing and advertising. Oh, and with the final taking place this Sunday, excitement is at it’s peak.
From official sponsorships and big-hitting brand campaigns to immersive experiences and unlikely celebrity collaborations, here we look at some of the most memorable moments from the tournament.
We'll explore :
Featuring American-French actor Timothée Chalamet
and a host of World Cup footballing legends (including the one and only Lionel Messi), Adidas’ Back Yard Legends is a piece of brand storytelling that tells the tale of ‘the greatest football story ever told.’
Nike versus Adidas: the clash of the World Cup titans
Nike and Adidas have had a longstanding World Cup marketing rivalry. As two of the world’s most iconic athletic brands, ploughing maximum investment and strategic resources into the tournament makes perfect sense.
As this year’s official kit and ball sponsor, Adidas has an advantage when it comes to brand placement and visibility.
But as culturally respected international icons, Nike are also everywhere, with head-turning boot designs and a host of World Cup superstars on its sponsorship roster.
Interestingly, the striking pink electric fuchsia designs that have become an almost iconic focal point on the pitch were actually chosen two years ago by trend forecasters based on the color’s likely viral appeal and contrast to the emerald green pitches.
Off the pitch, both Nike and Adidas have showcased (or reaffirmed) their marketing flair with flagship campaign initiatives:
