Brands Battle for Attention With Creative World Cup Advertisements

WHO:

BBC News - Kim Kardashian, Timothée Chalamet, and Susan Boyle feature in advertisements.

Fast Company - Adidas, Nike, Uber Eats, Brahma, and Coors Light are brands competing in World Cup advertising.

WHAT:

Fast Company - The 2026 World Cup is expected to draw five billion viewers over its month-long run.

Fast Company - Advertisers are spending upwards of $10.5 billion globally to promote their brands during the World Cup.

Fast Company - Adidas released an ad titled “Backyard Legends,” which is described as its best World Cup ad in 20 years.

Fast Company - Nike's ad “Rip the Script” features a chaotic Hollywood set of a World Cup commercial shoot.

Fast Company - Uber Eats' ad “Who Could Cook At A Time Like This?” features Gordon Ramsay encouraging viewers to watch the games instead of cooking.

Fast Company - Brahma's ad “Let Yourself Believe” addresses the anxiety of Brazilian fans, with 76% of Brazilians not believing their team will win.

Fast Company - Coors Light introduced a double-walled stainless steel canister called the Taller Boy, designed to hold up to three 12-ounce beer cans.

WHERE:

Fast Company - The 2026 World Cup is hosted by the U.S., Canada, and Mexico.

WHEN:

Fast Company - The 2026 World Cup is described as the biggest tournament ever, with 48 teams participating, up from 32.

WHY:

Fast Company - Brands are competing to entertain and engage audiences rather than simply sell products during the World Cup.

HOW:

Fast Company - The criteria for a successful World Cup ad includes being entertaining and indistinguishable from the brand making it.

(UPDATED June 12, 2026 08:27 UTC)

The 2026 World Cup, hosted by the U.S., Canada, and Mexico, is set to be the biggest tournament ever, featuring 48 teams and expected to attract five billion viewers over its month-long run. Major brands like Adidas, Nike, Uber Eats, Brahma, and Coors Light are investing over $10.5 billion in advertising, with standout campaigns including Adidas' “Backyard Legends” and Nike's “Rip the Script.” These ads aim to entertain and engage audiences, with creative concepts like Gordon Ramsay urging fans to watch the games instead of cooking, and Brahma addressing the anxieties of Brazilian fans.