The Most Iconic Commercials in FIFA World Cup History

Sports brands have always brought their own flavor to the FIFA World Cup. Over the years, the commercials created to promote their products have become iconic pieces and, in some cases, genuine cinematic masterpieces. Featuring football stars, musicians, and celebrities, the goal has always been the same: showcase a brand, connect with fans, and spark the sense of identity and national pride that only a World Cup can generate.

Here are some of the most iconic commercials in World Cup history.

The Art of Selling Football During the World Cup

Adidas – Backyard Legends (2026)

For this World Cup, Adidas decided to make a statement. The story is simple: there is a team that has not lost in 30 years, and Timothée Chalamet recruits Trinity Rodman, Jude Bellingham, and Lamine Yamal on behalf of Lionel Messi and Bad Bunny to accomplish what David Beckham, Zinedine Zidane, and Andrea Pirlo could not in 2002.

The commercial is packed with references to past World Cups, historic football moments, and elements of popular culture. It is a short film designed to connect with both longtime supporters and younger generations. A strong start for Adidas ahead of this World Cup.

Nike – Billboards (1994)

Nike was one of the pioneers of this type of campaign. In 1994, the company was still building its presence in football and chose to promote the Nike Tiempo with an incredibly creative concept.

Players appeared on giant billboards around the world, passing the ball from one location to another. Eric Cantona in Paris, Romário and Bebeto in Rio de Janeiro, Tab Ramos in Times Square, Thomas Brolin in Stockholm, and Jorge Campos in Mexico City.

There was no dialogue. Just movement, creativity, and football. It was a true pioneer of the modern World Cup commercial.

Nike – Airport (1998)

This one is simply unforgettable.

Nike took the Brazil National Team, the reigning world champions at the time, and placed them in an airport while waiting to board their flight. What seemed like a normal terminal quickly turned into an improvised football stadium.

Romário, Roberto Carlos, Cafu, Zé Roberto, and company transformed the hallways into a football pitch until the final moment: Ronaldo Nazário simply had to tap the ball into the boarding gate.

And he missed.

That small detail added a dose of humor that turned the commercial into a legend. To this day, many fans still ask the same question when watching it: how could he miss when there was not even a goalkeeper?

Nike – Scorpion KO (2002)

Probably the most iconic of them all.

The famous “Secret Tournament” created by Nike to promote the 2002 FIFA World Cup in Korea and Japan is pure cinema. Developed by Wieden+Kennedy and featuring the remix version of “A Little Less Conversation” by Elvis Presley, the commercial became an unofficial anthem of that World Cup.

The premise was spectacular: the best players on the planet competed in a secret tournament aboard a ship. One goal won the game. Ronaldinho, Ronaldo Nazário, Thierry Henry, Francesco Totti, Luís Figo, Roberto Carlos, and many other stars battled in teams of three.

What makes it even more remarkable is that much of what appears on screen was real. According to members of the production team, the players actually competed inside the famous cage. At first, they were overly cautious, but the crew encouraged them to play seriously because it did not look authentic.

The winning goal scored by Thierry Henry was scripted, but many of the plays were improvised by the players themselves. That is why, more than two decades later, it still feels so genuine.

Adidas – José +10 (2006)

Adidas was not about to be left behind.

For Germany 2006, the brand launched one of the most memorable commercials of an entire generation. The premise was simple yet brilliant: two kids built their dream teams by selecting their favorite footballers.

To everyone's surprise, the stars actually appeared on the field.

David Beckham, Arjen Robben, Zinedine Zidane, Kaká, Raúl González, Michael Ballack, and many other icons ended up playing a match on a humble dirt pitch. The commercial also featured legends such as Franz Beckenbauer, known as “Der Kaiser,” and Michel Platini.

The ad perfectly captured the essence of street football: when you play with your friends, you always imagine sharing the field with your idols.

And yes, there are still people who insist that the decisive goal never crossed the line and that Oliver Kahn was right.

Nike – Write the Future (2010)

Nike raised the bar once again with one of the most ambitious commercials ever produced.

Directed by Mexican filmmaker Alejandro González Iñárritu, who would later win multiple Academy Awards, the ad explored a fascinating idea: every decision a player makes on the pitch can change their future.

A great play could turn you into a national hero. A mistake could define your legacy forever.

The commercial followed stars such as Cristiano Ronaldo, Wayne Rooney, and Didier Drogba through a series of imagined scenarios representing their thoughts and possible futures. It also featured celebrities outside football, including Kobe Bryant and Gael García Bernal, expanding its cultural impact even further.

More than a commercial, it felt like a collection of interconnected short films. A true cinematic gem.

These are just some of the most iconic commercials that have accompanied the FIFA World Cup over the years. The list is practically endless, and every fan has a favorite.

Which other World Cup commercials do you remember?