Unilever and Pepsi Utilize Celebrities and Athletes in World Cup Promotions -

The 2026 FIFA World Cup, anticipated to attract over 6 billion viewers globally, offers both a valuable and demanding platform for advertisers.

This 39-day spectacle, which wraps up on July 19, features more teams, matches, and host cities compared to the 2022 tournament. While this escalation enhances opportunities for fan interaction, it also compels marketers to invest additional resources to elevate their brands.

“The World Cup is a must-see, but the marketplace is considerably more segmented, resulting in high advertising costs,” noted Michele Harrison, managing director at marketing consultancy Ebiquity.

Viewing statistics for the tournament have been impressive thus far. As of June 17, Fox Corp reported an average of 5.7 million viewers per match, more than doubling the ratings from the previous World Cup. Telemundo, the Spanish-language broadcaster in the U.S., has also hit record viewership, achieving the highest ratings for the opening game where Mexico triumphed over South Africa on June 11.

U.S. soccer fans view the match between the United States and Australia from a Michelob Ultra pavilion in Washington on June 19.

This year’s event is particularly appealing to TV advertisers compared to the previous one in Qatar, primarily due to its primetime scheduling across North American time zones, as stated by Sean Muller, CEO of iSpot.tv, a marketing research company.

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“Each U.S. match is poised to attract huge ratings and provide excellent opportunities for brands to showcase their support for soccer and the U.S.,” Muller added.

Top advertisers thus far include Hyundai Motor Group, promoting its Kia brand; Anheuser-Busch InBev’s Michelob Ultra; PepsiCo’s Lay’s potato chips; and Home Depot Inc., according to iSpot.

The Lay’s® and Doritos® immersive pop-ups at Los Angeles Stadium on June 11.

Fox has controversially leveraged the tournament’s hydration breaks for advertising, potentially generating around 800 additional ad spots. Estimates suggest that the firm could surpass the $800 million ad revenue from last year’s Super Bowl, according to iSpot.

Having invested $485 million for the U.S. media rights, the network refrained from commenting on ad sales forecasts. Both Fox and Telemundo have reported sold-out ad inventories.

Many brands involved in the World Cup are making substantial investments in their commercials. Approximately 75% of the ads feature celebrities, while around 60% include soccer legends, noted Graham McKenna, Chief Marketing Officer of XR: Extreme Reach, an ad operations platform that facilitates payments to stars in commercials.

Brands are eager to invest in commercials featuring ensemble casts, reflecting a popular trend in Super Bowl advertising. The Lay’s “bandwagon” campaign stars actor Will Ferrell, who drives a massive truck across the U.S. collecting soccer fans alongside soccer icon David Beckham and former NFL player Marshawn Lynch.

Another standout advertisement is from Adidas AG, where actor Timothée Chalamet, a devoted sports enthusiast, assembles a pickup soccer team consisting of stars like Jude Bellingham, Lamine Yamal, and Trinity Rodman. The ad highlights Lionel Messi, singer Bad Bunny, and computer-generated soccer legends.

However, ensuring that costly ad placements and high-profile commercials deliver value can be a significant challenge, Harrison from Ebiquity cautioned. Utilizing a high-profile celebrity may backfire if consumers perceive a lack of authenticity.

“They can’t engage a celebrity without a connection to the sport and expect consumer engagement,” she stated.

Harrison pointed out the growing trend of watching game highlights on mobile devices and social media, stressing that engaging platforms like TikTok could prove as crucial as traditional TV advertising.

“Maximizing engagement through non-broadcast interactions will be essential for a successful campaign,” she suggested.

Many advertisers are adopting a comprehensive approach for the World Cup. For instance, Unilever Plc is not only a sponsor but has also invested in commercials for its Rexona and Dove Men+Care brands. They have organized in-person giveaways at matches featuring limited-edition World Cup deodorants and collaborated with Tori Penso, a female World Cup referee from the U.S., who will wear a whistle and cleats sporting the Dove logo.

Unilever has made strides on social media with the House of Fresh, an exclusive event space designed for influencers.

A recent House of Fresh event in New York focused on the Dove Men+Care brand, offering guests the chance to create custom soccer jerseys and pullovers with Dove branding, print personalized soccer trading cards, and make keychains with dove-shaped charms. The venue also featured visually appealing areas including a mini soccer pitch, a soccer ball wall, and a professional photo booth with a trophy. Athletes Rodman and Lynch participated in a panel discussion that attendees could film on their smartphones.

Kathryn Fernandez, a Dove marketing executive in the U.S., underscored the significance of influencer engagement and social media for such a high-stakes event.

“It reinforces our traditional messaging,” she explained. “It genuinely fosters authentic connections as people scroll through their feeds.”