World Cup 2026: Brands fighting for attention at football’s biggest tournament

Dutch fans in 2006 They were told to take their pants off. Before entering the World Cup stadium.

This wasn’t because of anything offensive; Not only did they bear the logo of official World Cup sponsor Budweiser, but also of Bavaria.

News of a fan watching the game in his underwear spread quickly and the story spread around the world. Bavaria did not pay a single penny to FIFA for this promotion.

By 2010, South African airline Kulula had been forced to withdraw its campaign calling itself the unofficial carrier of the ‘unknown’. The retraction generated more publicity than the ad itself.

In 2014, Sony was the official sponsor of Fifa and Beats by Dre was banned from all World Cup stadiums and media events. Sony was sending every athlete a free pair of headphones, but star players wore Beats on the team bus, in training, in the tunnel… everywhere FIFA couldn’t control.

Beats raised awareness by running a five-minute ad, and while Sony paid for the privilege, Beats made sure everyone listened.

The story was not the sponsors Fifa was trying to protect or the brands it was aiming to exclude, but the sanctions.