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Developed by BBH, the campaign forms the second phase of the brand’s Foodfillment platform, which focuses on moments of food satisfaction.

The film brings together figures including David Beckham, Florian Wirtz, Lauren James, Vinícius Júnior, Alexia Putellas and Mohamed Salah, placing fan behaviour at the centre of the narrative.

The campaign introduces the brand’s first FIFA World Cup ad, The Original Motor Oil. For the Driven., as part of a broader effort to connect with audiences across multiple international markets.

The appointment follows UFC’s continued expansion in the market, including its recent event at The O2 in London, where it staged UFC Fight Night: Evloev vs Murphy on 21 March.

The projected rise marks an increase from the 4 percent average recorded in 2025, with significant variation expected across markets depending on exposure to major sporting events and local media demand conditions.

The agency will lead a review of British Equestrian’s current sponsorship landscape while developing a long-term approach to partnerships.

The Coca-Cola Company has released Uncanned Emotions, its second global brand film created for the FIFA World Cup 2026, continuing its long-running storytelling partnership with the competition.

The partnership aims to build on these existing behaviours by creating new ways for supporters to engage with the club across both services.

The anniversary pack anchors a global nostalgia-driven platform celebrating the brand’s football legacy.

160over90, a division of WME Group, is a leading global sports and culture-first agency with over 670 employees across the US, UK, EMEA, and APAC.

The partnership will be supported by a 360-degree multimedia campaign, including on-site activations at the 2026 MLB at Field of Dreams game in Dyersville, Iowa, and MLB All-Star Week in Philadelphia, Pennsylvania, combining baseball tradition with agricultural heritage.

The agreement will see NBC Sports adopt a range of Triton Digital technologies covering hosting, monetisation, audience measurement and insights, as part of efforts to scale its audio portfolio.

The campaign blends nostalgia, satire, and investigative storytelling to spark conversation across sports and culture audiences.

S4 Capital is expanding into premium documentary filmmaking with Chasing the Dream, a feature film set to stream globally on Disney+.

Pepsi and UC3 will once again mark the final with its eagerly anticipated curtain raiser, with the event set to be an unforgettable experience just minutes ahead of the match.

While audience reach remains significant, WARC Media finds the measurable impact on advertising growth is diminishing as fan attention fragments across multiple platforms.

Channel 4 is celebrating its coverage of the Adobe Women's FA Cup with Pure Football, a mixed-media campaign designed to capture the energy, passion, and authenticity of matchdays.

The National Basketball Association and The Coca‑Cola Company have announced a global marketing partnership, restoring Sprite as the league’s Official Global Soft Drink Partner.

The earbuds feature the Nike Swoosh on the right bud and the iconic Beats “b” on the left.

Under the agreement, LOUD Collective will provide advisory, brand strategy, and operational support, alongside AI-driven technology solutions to support ASCEND’s scaling efforts.

The agreement designates Kraft Heinz as the NFL’s first global condiment partner, opening access to stadium visibility, co-branded campaigns, and retail activations aimed at engaging fans across multiple markets.