The FIFA World Cup is here, and the advertising battle is in full swing. Global sponsors are unveiling major campaigns while football legends are appearing across multiple brands, and marketers are competing for attention around what promises to be one of the biggest cultural and commercial moments of the decade. (Also see the best World Cup football kits for more on where design meets football.)
But looking across the first wave of World Cup advertising, something more interesting is happening than a simple rush to secure visibility. Several creative trends are emerging that reveal how brands are thinking about football fandom, culture, and relevance in an increasingly crowded market.
