Football is a mishmash of seemingly random brands.
Pizza Hut once sponsored Fulham, Walker’s Crisps created a whole new identity around Leicester City (and Gary Lineker’s ears), and Doritos once donned the orange of Wolves.
In fact, let’s be honest, the branding side of football is a catalogue of companies, charities, and even celebrities that have nothing to do with the sport.
An Unmatched Opportunity
One of the most common advertising pairings in the football world is gambling companies and clubs.
There are even slot games at Paddy’s online casino that keep fans connected to the game when nobody’s playing, like Stadium Megaways.
The month-long World Cup is an unmatched opportunity for advertising.
While most brands recognise that they’re outmatched by veteran sponsors (PlayStation, MasterCard, Coca-Cola, etc.), very few consider themselves aliens in the space.
What’s interesting is that the ‘intrusion’ of lifestyle brands and banks onto stadium billboards isn’t accidental.
Marketers plan for major competitions constantly, which is why fans see all kinds of butchers, bakers, and candlestick makers on their TV.
What’s interesting is that the ‘intrusion’ of lifestyle brands and banks onto stadium billboards isn’t accidental.
Marketers plan for major competitions constantly, which is why fans see all kinds of butchers, bakers, and candlestick makers on their TV.
Creatures Of Convenience
The magic is in the fans’ brain chemistry.
Research from branding company GWI suggests that people who regularly watch sport are 41% more likely than non-fans to be interested in travel.
It’s perhaps no surprise that Emirates Airlines has its name on several shirts, from Arsenal to Benfica.
Sports fans are creatures of convenience, using mobile apps to interact with their favourite teams.
However, smartphone functionality means users are never too far away from other interests.
We’ve mentioned sports betting, but food delivery has increasingly become a part of matchday.
GWI describes the latter as a “real-time ritual”, where a “last-minute goal can trigger an impulse order”, a sausage roll or even a holiday if things go especially well.
The same source adds that sports fandom is its own “ecosystem”, where any brand can find relevance once it’s inside.
An Easy Invite
Some product sectors have lots to gain from football and the upcoming World Cup.
We’ve already discussed two of these – travel and food. The others are technology and fashion.
Fashion is an easy invite to the World Cup. The Modern Retail website points to a brand called ‘47 as a company getting ready for this year’s tournament.
It already serves as a partner of Arsenal and West Ham, providing clothing with sports-related designs.
Interest in sportswear rises naturally around major events. Equipment gets a boost, as well.
This year’s official ball, Adidas’ Trionda, was 21% more popular than the brand’s other balls in November 2025.
However, a company like Adidas has never had to second-guess its marketing at the World Cup.
Around 6 billion people are expected to watch at least some part of the 2026 World Cup.
So, there are eyes out there for every brand.
A candle that smells like cut grass or a credit card depicting a football makes a lot more sense at this time of year than otherwise, or will do just a month after the final whistle.
