• by Laurie Sullivan , 9 hours ago

Soccer is the most-searched sport, according to Google’s search data, and celebrating it took the company into a multichannel campaign in the U.S. showing how artificial intelligence (AI) in search helps fans learn something new and explore the 2026 FIFA World Cup games.

The campaign builds on Google’s partnership with the U.S. Soccer Federation announced in May to support the Men’s and Women’s National Teams through the 2026 Men’s World Cup, 2027 Women’s World Cup, and the LA28 Olympic and Paralympic Games. 

U.S. Soccer player Weston McKennie, Landon Donovan, Tim Howard, and Lamine Yamal Adams debut in the campaign.

The spots were created by Google Brand Studio and will run across broadcast, online and social in the U.S. through the end of the tournament.

One campaign spot, Most Searched Sport, highlights the game’s simplicity -- requiring only a ball -- and its ability to cross boundaries -- uniting five billion people through the universal language of the game.

Former Swedish professional soccer player Zlatan Ibrahimovic voices the YouTube spot.

Another spot, Kick, captures the enthusiasm of mastering the pitch, focusing on the culture of the game and the dedication it takes to learn maneuvers like the rabona, the bicycle kick or the rainbow flick.

Google AI Mode takes the fan through searches related to nuances about soccer, including form. “You have to channel your inner ninja,” according to one young female soccer player in the spot.

Style is also a theme, as shown in shoes and through colors. “I love this colorway,” a man says in the spot as he holds up a pair of Nike-related soccer shoes. The sidebar shows the specific shoes, price, and that they are in stock.

Google Search also sponsored The Athletic’s campaign 'The Language of Soccer' to translate each nation's fan culture.

The multichannel campaign highlights broadcast integrations with Fox where analysts use AI Mode in Google Search to explain matches in real-time. They use it to break down soccer strategy, fan traditions, country-specific stats, and game physics for viewers. 

Google with Search brings the stadium energy to fans through animations and interactive features.

Once the tournament begins, fans searching for a match may see Easter eggs that help them celebrate a win or provide consolation after a loss.

A series of 69 Doodles began running on June 11 and will continue through July 20.

The series features 36 unique pieces of artwork across 189 markets to celebrate the tournament. Spots will run on social media sites to show how to use AI Mode.