The FIFA World Cup kicks off in June and brands have already started leveraging one of, if not, the biggest sporting events across the globe. In June 2026, 48 countries (including Australia) and 104 football matches will be heading to Canada, Mexico and The United States to showcase the biggest ever edition of the global spectacle.
In order to be able to play host to the 2026 World Cup, 16 cities have been tapped over the three countries to facilitate this global phenom.
With tickets already snatched up by fans in more than 200 countries and territories, and nearly two million tickets now sold across the first two phases of ticket sales, it is no secret that the World Cup captures eye balls across the globe. Brands too want a piece of this captured, undivided attention.
Lets have a look at which brands have already subbed themselves into the madness that is the FIFA World Cup 2026.
Adidas
Titled ‘La Preparación Americana’, the campaign features international football stars Lionel Messi (Argentina), Lamine Yamal (Spain), and Florian Wirtz (German) in a cinematic sequence that reimagines how the world’s best players prepare for football’s biggest stage.
The short film opens in New York City, where American footballer Trinity Rodman appears at a newsstand filled with headlines about the unconventional training regimes of the game’s top stars. In Germany’s segment, Florian Wirtz follows the instructions of his coach Julian Nagelsmann, taking part in tough sessions with Canadian ice hockey players and Mexican luchadores as he builds strength for the tournament.
The scene then shifts to the American heartland, where Spanish prodigy Lamine Yamal showcases balance and skill on a mechanical bull inside a Western saloon. Spain’s Aitana Bonmatí watches on, representing the calm assurance of the reigning world champions. Finally, in a striking finale, Lionel Messi steps into a neon-lit bowling alley wearing Argentina’s new 2026 adidas home kit. With Rodrigo De Paul beside him, Messi sends footballs gliding down the lanes with pinpoint accuracy.
Through its creative storytelling, the advert connects the continents that will host the 2026 World Cup.
But there’s more ads about the World Cup too!
Lays
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Lay’s has rolled out a star studded line up in its ‘No Lay’s, No Game’ campaign. Featuring Lionel Messi, Spanish footballer Alexia Putellas, former English footballer and global superstar Sir David Beckham, French coach and ex-footballer Thierry Henry and actor Steve Carell, the stacked cast argues, jokes and pushes each other to host a World Cup watch party—branded as the biggest watch party of the year.
The ad opens on a chaotic group video call. Henry insists Beckham should take the role, Beckham hesitates, and the conversation spirals into friendly bickering. The debate is settled by drawing names from a bowl, but every slip hilariously carries Beckham’s name. He demands that the only way to be let into the party is if you show up with a bag of Lay’s.
LEGO
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For the first time ever fans will be able to build a detailed, official replica 1:1 scale model of the World Cup trophy—one of the most hallowed and recognisable trophies in the global sporting landscape.
This collaboration between LEGO and FIFA allows fans to bring home a golden piece of the tournament’s magic. It also represents a perfect match for football and play enthusiasts alike. The LEGO Editions FIFA World Cup Official Trophy is available for pre-order.
Mastercard
In celebration of its longstanding partnership with Messi, Mastercard will be sharing stories from select cardholders who are passionate soccer fans as they get to experience one of the sport’s most cherished traditions—the jersey swap—with Messi for the first time ever.
As part of the campaign, Mastercard has unveiled La Colección Diez de Diez, a limited-edition collection of 10 custom designed jerseys developed in collaboration with creative director Guillermo Andrade. The designs from La Colección Diez de Diez reflect 10 pivotal chapters that have defined Messi’s career.
In addition to the jersey swap, Mastercard cardholders will also have the opportunity to enter for a chance to win a limited-edition jersey through an exclusive Messi jersey sweepstakes.
