The Best IRL Media Campaigns from the 2026 FIFA World Cup

July 21 2026

Cristiano Ronaldo may be retiring but IRL media is just kicking off! This has been a FIFA World Cup like never before; longer tournament, more teams, more matches, and more opportunities for brands to connect with fans in real life.

After a projected $7.48 billion in total World Cup tourism expenditure and a global GDP of $40.9 billion, it’s become clear that brands have had their head in the game (SOURCE: Mintel).

Truly (Boston Beer Co.) – Full Wrap

One quarter of FIFA World Cup viewers 21 and older are drinking beer at least twice a week (SOURCE: Civic Science). That’s an audience Truly has impacted across 14 different U.S cities this summer on digital and traditional media including a wrap on the Miami Metro Mover.

Uber – Station Domination

Uber met soccer fans where they are in real life: Penn Station, where massive crowds compete for public transportation access, offering a relevant message about shuttle transportation where fans catch trains bound for the New York-New Jersey Stadium as well as the surrounding three airports.

Burger King – Digital Billboards

Burger King placed itself into the hands of fans with digital bulletins in Miami and San Francisco, merging the fans’ love of the game and love of the Whopper. "The campaign works because it doesn’t interrupt the moment; it plays within it,” said Veronica Elizondo, CCO at Conill, the agency behind the ad. Food brands are the second-highest overindexers for categories men’s sports fans want to see integrated in the game (SOURCE: Mintel).

CVS – Train Wrap

CVS brought the turf of the FIFA pitch underground with the MTBA with its train wrap. But it doesn’t stay there – the train also makes its way past audiences aboveground through neighborhoods. The wrap on this Boston double-decker is a showstopper in a system that averages nearly half a million riders daily (SOURCE: MBTA).

Verizon – Digital Media

Soccer fans worldwide share a common dream for this summer, being one of the 3.6 million attending a FIFA World Cup game (CBS News). Verizon sent its customers for free. Sweepstakes giveaway winners were shown on the digital billboards happy as can be. With digital billboards, brands can showcase what they do for their customers on a national scale.

FOX Sports – Digital Liveboards

Finally, FOX Sports tapped into what’s on top of everyone’s minds this summer with countdowns until World Cup kickoffs. Our dynamic digital creative reminds the millions traveling through the MTA systems where they can watch their team for the largest sporting event in history (SOURCE: ShareAmerica).


Those were the ads that made it past knockout rounds as far as we’re concerned. Want to have a kick at it? Contact us today.

Author: Fallon Lanteigne, Marketing Intern @ OUTFRONT

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