FIFA World Cup 2026DoorDash launched Deliver Us To Fútbol, its first global campaign celebrating the tournament and the passion, rituals and anticipation of its fans. Created in partnership with Gut Los Angeles and its global portfolio of brands Deliveroo and Wolt, the campaign marks the first time all three brands have come together collectively as the official on-demand pick-up, delivery supporter and official restaurant reservations platform supporter of FIFA World Cup 2026. The campaign, which features soccer stars Ricardo Kaká, Alex Morgan and popular global creator Khaby Lame, kicks off the brand’s annual Summer of DashPass, an eight-week promotion that will include member-exclusive discounts for match-day essentials to groceries and retail, local watch parties and fan festivals in key host cities and members-only “Golden Tables” and VIP lounge access at marquee bars and restaurants. Fans can also earn rewards and win match tickets or a trip to the World Cup Final. Puma staged a New York takeover starting at South Street Seaport with a large-scale fan experience featuring U.S. Men’s National Team star Christian Pulisic. Timed on the day of the national team roster reveal, the activation, produced by creative studio Wigz, featured street carts, live music and an oversized chess installation nodding to his personal passion and featuring images of his global fans. The brand created and distributed a wearable compression sleeve inspired by Pulisic’s signature tiger tattoo and goal celebration to the public. The celebration culminated at KidSuper Studios in Brooklyn, where Pulisic joined designer Colm Dillane to unveil the brand’s new limited-edition Ultra boot collaboration. Pepsi released Soccer Deserves Pepsi, its new integrated campaign placing the brand at the center of soccer fandom and match-day culture ahead of the UEFA Champions League final on May 30. The campaign’s first two spots feature DavidBeckham and Memo Ochoa, with content featuring Pulisic and Vini Jr. rolling out over the summer. It will also include limited-edition packaging across its Pepsi, Zero Sugar and Diet Pepsi offerings, sweepstakes opportunities, social content and fan activations throughout the season. Michelob Ultra announced the debut of its Michelob Ultra Pitchside Club, “a premium, 21 and over fan destination” located at the Santa Monica Pier. Created in partnership with the LA Galaxy Foundation, the activation will be open to the public June 12-25 and offer programming including match watches with special appearances by team legends, live shows, DJ and freestyle performances, soccer kit customization, soccer-themed games and a photo opportunity with the brand’s Superior Player of the Match Trophy, which will be presented at the Final. Kevin Hart, Snoop Dogg, Disco Lines and DJ Pee .Wee (the alias of artist Anderson .Paak) and other notable celebrity guests will kick off the festivities at an opening night celebration on June 11. Fans can learn more about it here.Electrolit released its national campaign, Made For This, featuring USMNT star Timothy Weah following his official roster selection. Weah served as the creative director on the campaign for the hydration beverage, which looks to position itself “at the intersection of elite sport and modern performance-driven lifestyles,” and will run across social, digital and OOH in key markets including New York, Los Angeles, Chicago, Dallas, Miami, Atlanta, Boston and others. Fashion and lifestyle brand Kith collaborated with Lionel Messi and Adidas Football for an exclusive collection celebrating the 20th anniversary of the soccer legend’s “debut on the world stage” and the coveted brand’s own 15th anniversary. To commemorate the collection of performance and lifestyle products, many of which nod design-wise to milestone moments throughout his career, the brands created two limited-edition trading cards featuring the great and graphics from the line. The collection launches globally on May 29 at all Kith stores and through its website and the Kith App in New York, London, Paris and Tokyo time zones. Dave & Buster’s patrons will have a chance to win tickets to several matches across the country. The restaurant and entertainment space announced its Human Crane prize pits will hold tickets to later rounds and quarterfinals games — including the final — from June 11-17. Additionally, the brand announced the installation of new soccer-inspired games at its locations, tournament-themed menu offerings inspired by each North American host country and limited-time soccer merch.AB InBev beer brand Quilmes poses the question of whether Argentina can win back-to-back World Cup championship titles with its new campaign Corazones Para Creer (Hearts to Believe), created by the brand’s in-house agency, draftLine. The spot features cultural callbacks from renowned Argentinians across sports including retired basketball great Emanuel “Manu” Ginóbili, Olympic medal-winning sailors Santiago Lange and Cecilia Carranza and 2022 World Cup champions Ángel Di María and Leandro Paredes.Quaker announced it has become the official breakfast of the FIFA World Cup 2026 with a new spot spotlighting soccer players starting their morning eating the brand’s products that will run throughout the tournament across linear, digital, social, OLV and streaming.StubHub announced World Cup Cuts, a multi-city experiential campaign that will transform neighborhood barbershops in Los Angeles from June 10-11 and in New York from June 23-24 into fan spaces featuring complimentary haircuts, grooming services and “cuts inspired by some of the most iconic looks in football history.” The spaces will feature live programming, appearances by brand partner, Ted Lasso star and El Paso Locomotive FC player Cristo Fernández, and interactive experiences. Fans looking for a new look while watching a match can check it out here.(Photo credit: StubHub, used with permission)And in other news…Liquid I.V. partnered with Canadian sportswear brand Sports Club Atelier on a limited-edition moto jacket that dropped during the Canadian Grand Prix in Montreal. The jacket featured a built-in “hydration” pocket, in which fans could carry a stick of the brand’s packets. The brand signed a multi-year deal as an official partner of McLaren Racing earlier this year and has increased its investment in F1 as a branded partner on the pit crew helmets and on F1 Academy driver Ella Lloyd’s overalls. Adidas released a new film featuring basketball and football stars Anthony Edwards and Travis Hunter promoting Edwards’ Anthony Edwards 1 cleats as a crossover shoe. Tae Bo icon Billy Blanks appears in the first of the two hilarious spots, created by Johannes Leonardo.Bombay Sapphire marked its second year as the official gin partner of the UIM E1 World Championship with a series of activations and unveiled its new partnership with superstar DJ Steve Aoki’s Aoki Racing Team.