Not all the adverts around the World Cup are endorsed by FIFA. Some companies pay millions to secure the advertising and sponsorship rights. This allows them to align their brand with the official FIFA World Cup trade marks and to be seen as an associated brand for the tournament.
Others have a media association – such as TV channels with broadcast rights.
Then there are the brands who simply use the football theme, or a famous footballer, to suggest an association without going all the way.
Watch the World Cup 2018 advertisements
Featuring music from N.E.R.D. and Future, this big budget ad features a wealth of big names. Here’s the full list.
Footballers: Leo Messi, Mo Salah, Paul Pogba, Gabriel Jesus, Roberto Firmino, Javier Hernandez, Dele Alli, Bernardo Silva, Mesut Ozil, Luis Suarez, Jesse Lingard, David De Gea, Son Heung Min, Shinji Kagawa, Lindsey Horan, Melissa Lawley, Ellen White, Mille Bright, Florencia Galarza, Ellyse Perry (also a cricketer). Sports celebrities: David Beckham, Zinedine Zidane, Mourinho. Additional celebs and superstars: Karlie Kloss, Lu Han, Eddie Peng, Fan BingBing, Dok2, Sean, Yury Dud; NFL hero Von Miller; tennis champion Caroline Wozniacki; NBA star Damian Lillard; baseballers Aaron Judge and Justin Turner; skateboarder Nora Vasconcellos. Street footballers and freestylers: Billy Wongrove, Jeremy Lynch, Caitlyn Schrepfer, Melody Donchet, Hani, Trafalgar, Sean Garnier, Jack Downer, Jeremy Kikeba, Naoui Ahamada, Simo Jephte, Scott Penders. MCs: Pharrell Williams, A$AP Ferg, Eason Chan, Stormzy, Kehlani and Suchmos.
Directed by Guy Ritchie, this ad for Beats by Dre features Fyodor Smolov, David De Gea, Eden Hazard, Thierry Henry, Patrice Evra, Raúl Jiménez and Serena Williams.
20 years after its iconic airport advert starring Ronaldo and Romario, Nike has faithfully recreated the finale to that France ’98 advert with the original Ronaldo. It is one of the most iconic World Cup adverts – Ronaldo, Romario, Roberto Carlos and the rest of Brazil’s 1998 World Cup squad running amok in an airport to a hypnotic samba beat.
You can watch that original ad below.
And now. Does Zlatan need any introduction?
Zlatan, who retired from international football in 2016, set tongues wagging that he might play for real in Russia with Sweden. He’s not there but could have been – he started his LA Galaxy career at the age of 36 with three goals in his first three Major League Soccer matches.
Hold on a moment. Thierry Henry used to tell us that Renault cars had “vavavoom”. Now he’s endorsing Hyundai in this ad. Maybe he drives one of each.
The Budweiser “official beer of the World Cup” advert is visually stunning and a lot of fun, but the idea has a lot of flaws. Imagine a swarm of drones flying into a stadium without causing a security alert. Not to mention the fact that you probably aren’t allowed to drink beer in your seat during the World Cup. And then there is the issue of shaking up a bottle before you open it.
McDonald’s UK is using the World Cup to promote its McDelivery service in partnership with Uber Eats. Andrea Pirlo provides the “acting”.
Here’s another McDelivery ad without the mention of Uber Eats.
Bwin’s “Who stole the cup” is played like a heist where four World Cup stars of yesteryear are trying to out-do each other in stealing the trophy.
The Iceland team promotes Icelandair with a 90-minute special ride offer.
LG created a Gogglebox-style ad featuring England players.
Coco Pops created some football stickers with Panini, but was careful not to imply they were World Cup stickers.
This is a beer advert. Watch the whole thing and then remember it is for beer.
Currys PC World doing the old post-match interview routine.
Nicole Scherzinger promotes Qatar Airways with a rendition of Dancing In The Street that sounds like it is more of an advert for Autotune than an airline.
Paddy Power knew there would be a lot of talk of VAR at this World Cup, so it was smart to make that the feature of its advert.
I reckon Gatorade must be regretting the money it spent on this after the first match by Argentina at the finals, and Messi’s performance in it.
Pepsi Nigeria wants everyone to think that patriotism and Pepsi are integrally linked.
In the international advert, Messi, Kroos, Marcelo, Alli, Lloyd and Dos Santos paint the town blue.
Lidl teams up England stars with future stars for this bit of fun. What’s not to like?
I love the pay-off line at the end of that one, but this next one is my favourite of the two.
New Balance uses its association with certain players to create a perceived link with the World Cup.
This is where these World Cup adverts get a bit pointless.
The Vivo ad is clearly an ad for a phone. Or is it for a beer, or a cola, or a TV company? It’s so similar to loads of other ads, there’s no differentiation and the product doesn’t stand out very well.