Levi’s turned FIFA’s strict stadium branding restrictions into a marketing win during the 2026 World Cup without being an official sponsor.

There's an obvious reason Fox is enjoying this.

Football legends, Hollywood stars, and fan culture are dominating early World Cup creative, but the smartest brands know celebrity alone won't be enough.

FIFA's mandatory World Cup hydration breaks are designed to protect players—but they also create valuable new advertising opportunities for broadcasters.

The World Cup's mandatory hydration breaks have turned two halves into four quarters, which suits FIFA, but does it impact the players and tactics?

System1, the Creative Effectiveness Platform, has crowned Irn-Bru the winner of the 2026 Advertising World Cup, topping a field of 130 World Cup-themed ads test

The 2026 FIFA World Cup is expected to be one of the biggest commercial events in football history, thanks to the tournament's expansion to 48 teams. Josh Bullmore, Chief Strategy Officer at Publicis Groupe UK,

Meltwater dove deep into plays by McDonald’s, Adidas and Nike to see which are cutting through the World Cup noise.

As the fifth day of World Cup competition draws to a close, Fox’s hydration break strategy has become abundantly clear. Despite reports of a “hybrid approach” that would supposedly see the network show the field and players during at least some hydration breaks,