World Cup 2026: Brands Are Out‑training the Game

Fri Jun 12 2026 11:39:31 GMT+0000 (Coordinated Universal Time)

From Nike’s cinematic sweeps to Irn‑Bru’s quirky pop‑song, brands are turning the World Cup into a blockbuster show. Find out how they’re using star‑power, storytelling and new media to win fans’ hearts.

The summer of 2026 sees brands creating one‑minute epics that feel more like movies than ads. Nike’s “Rip the Script” throws together football legends and pop icons, while Adidas posts short, fun clips with celebrities like Timothée Chalamet and Lionel Messi. Irn‑Bru mixes Scottish culture with humour, and other brands like Lego, Pepsi and Budweiser are doing the same. This trend isn’t just about selling a product; it’s about cultural engagement, making the fan experience feel more interactive and personalised. As the tournaments continues, expect an influx of fresh, shareable content that blurs the line between entertainment and marketing.

The FIFA World Cup is turning into a global advertising arena like never before. Big names are racing to drop blockbuster‑style ads that feel more like short films than commercials.

Nike’s latest spot, "Rip the Script", showcases football icons like Erling Haaland, Kylian Mbappé and Cristiano Ronaldo alongside pop culture stars such as Kim Kardashian, Travis Scott and LeBron James. The result? A star‑filled, action‑packed narrative that feels far more entertaining than a product pitch.

Adidas isn’t far behind, posting quick slices featuring Timothée Chalamet, Lionel Messi and Bad Bunny, all wearing hoodies in a playful, almost festival‑like vibe. The ads are clipped for TV breaks but are often longer on social platforms, sparking native shares and meme‑generation.

Irn‑Bru’s approach is a bit cleverer—a tongue‑in‑cheek indie‑song, "We’re Made in Scotland from Girders", featuring Susan Boyle and Alex Kapranos. The video celebrates Scottish fans, blending humour and heart to resonate with the Tartan Army.

Brand managers are looking for more than just product mentions—Jensen from Nike says “It feels like a World Cup in itself, just in advertising.” The narratives are built to capitalize on cultural moments, offering audiences true entertainment as the matches unfold.

For younger viewers, the mix‑up of sports legends and pop‑culture celebrities creates share‑worthy content that can be re‑twitched, remixed or meme‑d on TikTok, Instagram or YouTube Shorts. If you’re currently watching a match, keep an eye on the halftime bumper clips. They’re not just filler – they’re the next generation of branding.