For many, the 2026 FIFA World Cup has become an unexpected opportunity for connection. Kilted Scotsmen bonding with Bostonians over lagers, Chattanoogans welcoming Team Spain with a tunnel of tiny Spanish flags as they arrived on the tarmac in Tennessee — these are just two examples of the heightened sense of community this year’s tournament has created.For others, the potential presence of Immigration and Customs Enforcement (ICE) at World Cup games across the U.S. is a source of anxiety and fear. The 2026 World Cup is occurring at a time where the U.S. government is implementing an immigration crackdown and expanding the presence of ICE officers across the country.In response, Finnish craft brewery Olarin Panimo created a slogan that applies to both beer and, in its opinion, soccer: “Best Served Without ICE.”The brewery partnered with United Imaginations, a Helsinki-based creative brand and communications agency United Imaginations cofounded by creative lead Jyrki Poutanen.The agency originally pitched the campaign to a larger beer brand that also has operations in the U.S. before partnering with smaller craft brewery Olarin Panimo. Poutanen emphasized that he did not want the slogan to go to waste. “We were happy that this nice copy and idea finally found a home, even with a smaller brewery,” he said.Olarin Panimo then created the 4.9% lager tournament beer featuring the slogan, which also featured a subtext that states “At World Cup ’26 we stand for fans, not fascism.”This is not the first time the craft brewery made a political statement with its beer. In 2022, the brand released a beer to oppose the use of the Z symbol associated with Vladimir Putin’s invasion of Ukraine.“We are a small brewery, but we have never been too small to speak up when human rights are being violated. This is our way of saying out loud what many people are thinking,” said Ville Leino, one of the founders of Olarin Panimo.As the agency was discussing the campaign and its distribution, Poutanen noted there has been primarily positive reception. “We, as an agency, have a lot of work like this prior to this campaign. We want to give voice to the voiceless,” said Poutanen.Previously, United Imaginations partnered with civil rights organization Väestöliittoto create the DEI Turncoats campaign, which was a response to major corporations rolling back their DEI policies. The campaign featured reversible jackets that visually represented the branding of well-known corporations that quietly cut back or withdrew their DEI programs amid President Donald Trump’s executive orders targeting DEI initiatives.United Imaginations has its own communications department, and used grassroots tactics and provided earned media support for the campaign.The brewery has been promoting the campaign on their social media, primarily on Instagram. United Imaginations created digital assets for the brand to use. The brewery also has a taphouse in Helsinki where posters displaying the campaign’s slogan and visual branding line the walls next to televisions streaming the World Cup games.Additionally, the campaign has been attracting attention from both U.S. and Finland-based news outlets. Länsiväylä, a core local Finnish newspaper, covered the campaign and its emphasis on making soccer a safe space for fans.“So far, the feedback and response has been really good. People are enjoying it and feel that this is the kind of work more people should do, be it a little country or a little brewery or a little agency,” said Poutanen.This story first appeared on PRWeek U.S.