Brand Tracker

Source: https://www.resume.se/marknadsforing/kampanj/dyrkopt-vm-succe-for-adidas-aktien-rasar-efter-miljardsatsning/

Goal: To promote Adidas during the 2026 FIFA World Cup

Media: Television, Online

Summary: Adidas undertook a significant marketing campaign during the FIFA World Cup 2026, leveraging high-visibility sponsorship opportunities including official merchandise and the ad film 'Backyard Legends', which featured stars like Timothée Chalamet and Lionel Messi. Despite generating record sales, overwhelming marketing costs led to lower-than-expected profits, impacting stock prices negatively.

Source: https://stoppress.co.nz/news/media/tvnz-to-bring-fifa-world-cup-2030-broadcast-to-nz/

Goal: To provide coverage of the Fifa World Cup 2030 to New Zealanders

Claim: Bringing football back to Aotearoa

Media: TVNZ 1, TVNZ+

Summary: TVNZ has announced it will broadcast the Fifa World Cup 2030, offering both free-to-view and pay rights. The previous tournament saw record viewership, and the network aims to build on that momentum as football continues to grow in New Zealand. CEO Jodi O'Donnell highlights the significance of the event for the country and the local coverage it brings, alongside ongoing football events leading up to the tournament.

Source: https://www.adworld.ie/2026/07/16/fifa-world-cup-delivers-strong-viewership-figures-to-rte/

Goal: To engage Irish audiences with major sporting events

Claim: Bringing the best of national and global sport to a mass Irish audience

Media: RTÉ2, RTÉ Player

Summary: The FIFA World Cup 2026 has delivered impressive viewership figures for RTÉ, surpassing 21 million streams on RTÉ Player, which highlights the strong engagement of Irish audiences with live sports. The tournament's semi-finals reached nearly 2 million viewers, showing significant growth compared to previous events. RTÉ's coverage, supported by Heineken 0.0, emphasizes the importance of free-to-air television for sports.

Source: https://www.adweek.com/convergent-tv/hyundai-world-cup-robot-halftime-activation/

Goal: Showcase innovation and the future of soccer

Claim: Next Starts Now

Media: FIFA World Cup events

Summary: Hyundai Motor Company executed the first robotics-powered halftime activation at the FIFA World Cup, featuring Boston Dynamics' Atlas robot delivering the match ball and performing goal celebrations. This activation demonstrated the real-world capabilities of the humanoid robot and was part of Hyundai's broader 'Next Starts Now' campaign, aiming to showcase innovation in football. The company's strategy involved breaking through the advertising noise on a global stage like the World Cup.

Source: https://www.adlatina.com/publicidad/cmo-modernizar-los-patrocinios-y-aumentar-la-participacin-de-los-fans-con-jonnie-cahill-de-pepsico

Goal: Enhance consumer experience through brand sponsorships

Media: WhatsApp and group viewing activities

Summary: Jonnie Cahill, the Chief Marketing Officer of PepsiCo International Foods, discusses in an Ad Age podcast how the brand is modernizing its sponsorships. He emphasizes the importance of improving consumer experience, particularly through Lay's initiatives during the FIFA World Cup, which included innovative group viewing events and a WhatsApp experience. Cahill also shares insights on balancing brand evolution with maintaining core brand values.

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.