• by Tanya Gazdik , Yesterday

Kia America, Michelob and Home Depot are among the many marketers planning activations during the upcoming FIFA World Cup tournament.

FIFA held its World Cup draw on Friday. The result is the 42 teams that have qualified so far for next year's FIFA World Cup now know who they'll face in the initial phase of the tournament taking place across the U.S., Canada and Mexico in 2026.

Kia announced during a Q&A at MediaPost’s Marketing Automotive conference at the Los Angeles Auto Show that the games would be instrumental in the marketing of its new Telluride SUV.

“It’s like having three Super Bowls a day for over a month with the whole world watching, and Kia is an official sponsor,” says Russell Wager, Kia America vice president of marketing. “For Telluride, we’ll have targeted media buys and a strong vehicle presence at many of the matches.”

Kia is sponsoring the official match ball carrier at the start of every match. 

“And we’ll have major brand activations at the opening match here at Sofi Stadium in LA and the final match in New York,” Wager tells Marketing Daily. 

Meanwhile, Michelob Ultra is getting in on the action early via a spot that aired during the draw featuring brand ambassador Lionel Messi.

The brand, which is the “official beer sponsor” of the 2026 World Cup, commissioned artist Victor Solomon to redesign the Superior Player of the Match trophy, which will be handed out after every match based on a fan vote. 

Messi helped reveal the trophy in a 57-second spot that shows the prestige that comes with the award. Messi has more Player of the Match trophy honors than any male athlete in FIFA World Cup history with 11 wins, making him the most-recognized recipient.

Home Depot is the official home improvement retail supporter for the FIFA World Cup 2026. The retailer’s creative centers on "We All Have a Name," which connects the pride Home Depot associates have in wearing their names on their aprons with the pride players bring to representing their countries. 

The spot features Ricardo Pepi of the U.S. Men's National Soccer Team as the anchor. It will run throughout the month. 

The Home Depot will bring activations to multiple host cities across North America -- from Monterey to Atlanta to Toronto -- including large-scale experiences in select markets that celebrate each city's distinct home and outdoor living style. From outdoor viewing parties to DIY fan zones, each activation will celebrate the local community.

Finally, U.S. Soccer is launching a campaign themed “Never Chase Reality.” It is the organization’s largest national campaign to date. The 90-second spot guides fans through a reimagining of some of the most iconic moments in U.S. Men’s National Team history.

Narrated by "Saturday Night Live" cast member Marcello Hernandez, it honors the past, challenges expectations, and invites fans to believe in what’s possible.

Designed to reach fans across all 50 states, the campaign will live at the intersection of sport and culture, appearing across broadcast, digital, out-of-home, and fan experiences throughout the year, according to the nonprofit, which is the official governing body of the sport in the United States.