World Cup

Inside Nike’s ‘Rip the Script’ World Cup campaign

The brand’s World Cup efforts, helmed by an athlete-packed hero film that took 42 days of filming, attracted 3 billion total views across platforms.

How longtime FIFA partner Adidas is leaving its mark on the World Cup

A star-studded ad campaign, a giant floating statue of Lamine Yamal, and a 3D billboard of Leo Messi are all part of the plan to drive sales and conversation for a brand with deep ties to soccer.

How Lay’s met the moment of bandwagon fandom this World Cup

The Lay’s campaign, starring Will Ferrell, encourages fans to join a bandwagon. “We decided to turn what is normally an insult into an invitation,” the brand’s SVP of marketing said.

The World Cup’s hydration breaks are lucrative. Are they worth frustrating fans?

Mandatory hydration breaks have drawn criticism en masse from soccer viewers—and some marketers.

Why Miller Lite sent a barge loaded with beer to Miami

Because Scotland’s Tartan Army was there for the World Cup, of course.

How this soccer creator is cashing in on World Cup hype (without ever going pro)

Inside Unilever’s World Cup sponsorship strategy

The personal care giant is an official sponsor of the tournament with several pro athlete partners, but its World Cup push is largely centered around influencers.