Companies including McDonald’s, Coca-Cola and Lay’s have started campaigns featuring stars such as Messi and Beckham to engage fans ahead of the FIFA World Cup 2026. A JD Sports analysis shows Brazil’s jersey leading popularity among the 54 teams.
With the tournament months away in Canada, Mexico and the United States, several brands have released commercials mixing football, humor and celebrities. Lay’s gathered Lionel Messi, David Beckham and Thierry Henry in a spot called “No Lay’s, No Game”. Coca-Cola premiered the first of three films featuring a refreshed version of Van Halen’s “Jump”, while Rexona noted that one hundred days remain until kickoff.
JD Sports’ study, drawn from Google, eBay and TikTok data, ranked Brazil’s Nike jersey first with 96.8 out of 100 points. Portugal with Puma and Japan with Adidas followed. Colombia’s Adidas kit placed sixth with 84.6 points.
Adidas sponsors fourteen teams, Nike twelve and Puma eleven. The campaigns aim to claim rituals such as match-viewing gatherings and national pride, with pieces already airing in Colombia and other markets.
