Campaign Diaries
The Ball Line: Infantinoization
Source: https://www.media-marketing.com/kolumna/linija-lopte-infantinoizacija/
Goal: Transforming Gianni Infantino into a pop-culture brand
Claim: Football unites the world!
Media: Television, Global Events
Summary: The article discusses the strategic PR efforts by Gianni Infantino's team to reshape his image from a bureaucratic leader to a pop-culture icon, coinciding with the 2022 World Cup and the first-ever halftime show. This image transformation is achieved through neuromarketing techniques aimed at creating a myth of Infantino as the 'first fan of the world,' while the actual event reflects corporate interests over national identity. The narrative uses visual manipulation and emotional appeal, even as the commercialization of the tournament raises questions about accessibility and authenticity.
Campaign Diaries
No Brand Diaries found.
The World Cup was a promotional platform for FIFA for digital soccer with the ‘FIFA Gaming Couch’
Goal: Promote digital soccer
Summary: During the entire World Cup, FIFA showcased the 'FIFA Gaming Couch,' a new marketing IP developed to promote digital soccer.
Campaign Diaries
No Brand Diaries found.
Opinion: Cannesmaxing with Thinkhouse’s Jane McDaid
Source: https://www.adworld.ie/2026/07/03/opinion-cannesmaxing-with-thinkhouses-jane-mcdaid/
Goal: Innovate how it reaches younger audiences
Claim: Cannes is the new SXSW
Media: TikTok, streaming services
Summary: The Cannes Lions Festival of Creativity has evolved significantly, emphasizing the importance of creators in marketing and entertainment. This year, major brands showcased their commitment to creators as the new frontier of media and engagement, with examples like FIFA partnering with Gen Z creators to stream World Cup matches, demonstrating the shift towards a more cultural and creator-focused landscape.
Campaign Diaries
No Brand Diaries found.
FIFA will sell the grass from the 2026 World Cup final
Goal: To sell limited edition pieces of the final match grass as collectibles.
Claim: A piece of the iconic pitch available for fans.
Media: Official FIFA store, British company KeepStub
Summary: FIFA is selling limited edition fragments of the grass from the 2026 World Cup final, priced up to $3,000. Each piece comes with a video certification of authenticity and a presentation box. The collection includes exclusive versions with additional memorabilia and aims to generate close to $10 million in revenue from the sales, with shipments beginning after the tournament.
Campaign Diaries
No Brand Diaries found.
The Couch that Introduces FIFA to Gaming Culture
Source: https://www.media-marketing.com/vijesti/kauc-koji-fifa-u-uvodi-u-gaming-kulturu/
Goal: To engage a new audience through gaming and digital content
Media: TikTok, YouTube, streaming platforms, pop-up events
Summary: The FIFA Gaming Couch campaign is a six-week adventure that merges gaming culture with the FIFA World Cup, featuring a journey across America with various sports and gaming personalities. The campaign includes episodic content, interactive pop-up events, and collaborations with platforms like Netflix and TikTok, aiming to reach new audiences who engage with football through games. It marks a broader shift in FIFA's digital strategy, promoting new games and integrations.
Campaign Diaries
No Brand Diaries found.