With the 2026 FIFA World Cup less than a month away, it’s time for fans to start dreaming, squads to start forming and brands to put weeks, months and even years of plans into action.
But football and comms are often tricky bedfellows. Sure, the sport has been the basis for some of the industry’s most iconic campaigns. But it also has the capacity to leave brands seeming out of touch or disingenuous if they get it wrong.
So if a marketer wants to ensure they’re scoring a winner (we promise there aren’t too many football puns) this summer, where can they take inspiration? What are some of the pitfalls they need to avoid? And what are the opportunities for non-official sponsors?
To find the answers to those questions (plus a few cheeky predictions), industry bible Little Black Book turned to the wisdom of Smarts’ creative directors – and football fans – Will Holloway and Hugh Thomas.
Read the full article here and find out…
🥅 Why the world is full of goalposts
🇧🇷 What happens when you hum ‘Mas Que Nada’ to any football fan over 35
✈️ How brands can embrace the freedom of being unlisted
🏴 Why the shortcut to engagement is NOT 1966
🗽 The unexpected PR stars of the World Cup
🏆 Who’s going to win – on and off the pitch
…plus a whole lot more. Check it out here.
Image: Peter Glaser via Unsplash