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The campaign follows FIFA's updated Digital Football Strategy and supports the organisation's expanding gaming portfolio

The platform measures emotional responses to advertising and assigns a score based on long-term brand-building potential.

Sir David Beckham appears throughout the film as the personification of her inner voice, encouraging her as she navigates uncertainty.

Rather than centring on drivers or teams, Taste the Thrill focuses on how fans experience Formula 1 through social media, highlights, watch parties and digital content.

Harper's Bazaar UK has produced an exclusive digital feature and video with Gugu Mbatha-Raw, exploring her creative process and recent projects.

Activities include recycling, using public transport, choosing reusable items, playing football, hosting watch parties and taking part in challenges at FIFA Fan Festivals and stadiums.

The campaign highlights the skills of Morrisons' Market Street bakers through a series of executions inspired by Wimbledon, positioning the retailer's freshly prepared strawberries and cream doughnut as a seasonal product available in stores.

A global study has found that esports plays a significant role in shaping Gen Z purchasing decisions, with 74 per cent of respondents saying advertising and brand participation in gaming spaces influence what they buy.

While the expanded format is expected to increase commercial opportunities, Brand Finance notes that it also raises questions about accessibility, governance and the tournament's long-term direction.

If the tournament helps create even a small shift from “my country is succeeding” to “Africa is succeeding”, it could become one of the most powerful brand-building moments the continent has seen.

The advertisement opens inside a Doritos Loaded food truck, where Gordon Ramsay is preparing his Doritos Loaded Hellfire Chicken Nachos.

The solution, announced ahead of a presentation at Cannes Lions, is built on Acxiom's Real ID technology and aims to give marketers deeper insight into how sports fandom influences consumer behaviour and business performance.

Coin Toss Assistants will join referees and team captains at midfield before selected matches, helping present the match coin and taking part in the ceremonial start of the game.

Developed by INNOCEAN Berlin in collaboration with Berlin-based creative studio Sucuk und Bratwurst, the Night Kit reimagines the traditional football jersey as a piece of loungewear designed for late-night match viewing.

As audiences continue shifting from traditional television to streaming services, advertising investment has not moved at the same pace.

Developed by independent agency Erich & Kallman, the campaign will run through the autumn across television, digital and social media channels in Texas, Arkansas, Louisiana, Oklahoma and Mississippi.

The initiative follows the company's FIFA partnership and forms part of a broader marketing strategy that uses artificial intelligence as a tool to support creative participation and audience engagement.