2026 World Cup Commercials Roundup

The opening whistle has already blown for advertisers: the best 2026 World Cup commercials so far

From Adidas's five-minute star-studded short film to Michelob ULTRA's lobby farce with Messi and Billy Bob Thornton, the first wave of 2026 FIFA World Cup brand campaigns is already redefining what a tournament commercial looks like. This inaugural roundup covers the standout ads — and the three creative patterns running across all of them.