GolazoMarketing the Beautiful GameIssue #1
How football shapes
global culture.
With the FIFA World Cup coming to an end, we look to explore how the biggest sporting event on the planet has become just as much a cultural and marketing phenomenon as it is a football tournament. Beyond the goals and trophies are stories of brands, fans, and moments that capture the world's attention.
Whether it's a campaign that unites generations, an ad that becomes part of pop culture, or a brand that earns a place in the conversation, the World Cup reminds us that great marketing isn't just seen. It's felt. It taps into emotion, identity, and the shared experiences that bring billions of people together.
Through our stories, insights, and analyses, we hope to inspire the hearts and minds of our nation’s up-and-coming marketers by sharing our passion for the art of marketing.
Do what drives you QULIT,
How Adidas Built World Cup Hype Through a Cage Pitch Story
QULIT's Case Study of the Week
In light of the recent World Cup, let’s look back at one of the ads that set the tone.
Most World Cup ads open with a stadium roar; Adidas opened with a myth.
When icons, heroes, and superstars are born from the biggest stages, Adidas shows how legends can be made from the backyard.
Adidas’ “Backyard Legends” turns neighborhood lore into a story worthy of the biggest stage built around the brand’s message: You Got This.
The Insight.
Whether on a cage pitch, street, a patch of grass, or the World Cup pitch itself, the game belongs to those who play free.
Reinforced by Messi’s, he traces his game back to the streets of Rosario, where he would play with freedom, joy, and constant experimentation. As the stakes grew and the pitch changed, his approach to the game never changed.
This kind of mindset goes beyond football. It is what the campaign hopes to inspire in every person facing pressure or hardships that “You Got This.”
The Move.
Adidas creates a narrative featuring a star-studded cast with the likes of Timothée Chalamet, Lamine Yamal, Jude Bellingham, Trinity Rodman, Bad Bunny, and Lionel Messi. The story is set with period soundtrack choices, 90s street aesthetics, analogue tech, and era-defining hairstyles layered against modern CGI to sell the illusion of an unbroken, decades-long myth.
Chalamet sets out to assemble a team capable of taking on Clive, Ruthie, and Isaak – a fictional local crew with a 30-year win streak, winning against legends like Zinedine Zidane, David Beckham, and Alessandro Del Piero.
The Impact.
The campaign delivered 8.5 million video views, roughly $292 million of 2026 World Cup Products before a game was even played.
Why did it work?
The campaign worked because it was more than a star-powered ad.
Real athletes usually risk status by association in star-studded ads.
However, the undefeated characters are fictional nobodies and the real legends are cast as underdogs auditioning to beat them.
This flips cameo risk into narrative stakes, which is why people see this as a story instead of a media buy.
That distinction matters. A story leads people to ask “what happens next” instead of “what are they selling me”. This captures the audience and ensures they are invested.
What Marketers Can Steal
QULIT'S CASE STUDY OF THE WEEK
Cast beyond the sport. Timothée Chalamet and Bad Bunny were able to attract audiences who don’t follow football.
If you’re planning a campaign, make an event feel local by anchoring in specific, ownable lore rather than generic themes or imagery.
Borrow from nostalgia without copying it. The campaign evokes classic football ads from the late '90s and 2000s while introducing a fresh story.
Sell the origin story, not the outcome. Most sports marketing celebrates champions. Adidas celebrates the places that create them.
“My game was born in the backyard… no pressure, just freedom, joy and constant experimentation.”— Lionel Messi
ThePlaybook.
Marketing Strategies Built from Real Insights
BIRGing & CORFing
Consumer Truth
Fans don't just watch teams, they psychologically merge with them.
- When a team wins, fans "bask in reflected glory" — wearing jerseys, buying merch, saying "we won" even though they never played a minute.
- When a team loses, fans "cut off reflected failure" — distancing with language like "they lost" to protect their self-image.
- This isn't just verbal — studies found fans' testosterone rises watching a win and drops watching a loss.
The emotional stakes of a match aren't only felt by players — they're felt, and acted on, by the fans watching.
Basking in Reflected Glory — Wikipedia · Spinda, Journal of Sport Behavior
Play it Out
- Time merch drops and "we"-messaging around anticipated wins (finals, derbies) — not a flat release calendar
- After a loss, drop "we lost" framing entirely — it reinforces the distancing fans already feel
- Shift post-loss comms to loyalty language ("real fans stay") instead of performance language — sticking around through a rough patch is what makes a fan look genuine
Real Scarcity, Real Urgency
Consumer Truth
The biggest trigger isn't a lower price — it's the feeling that waiting could mean missing out.
- That's why real ticket caps often outperform bigger discounts. They give people a clear reason to stop delaying their decision.
- Artificial scarcity can create a short-term spike, but it also teaches people not to believe your next campaign.
- The best urgency strategy isn't pretending supply is limited — it's actually limiting it.
Event Pricing Psychology · Urgency & Scarcity for Events — Posh University · Behavioral Economics in Marketing
Play it Out
- Use live, public ticket counters ("1,200 of 1,500 seats left") over vague "limited time" copy — real numbers convert better than abstract urgency
- Layer in tiered price steps ("price increases this weekend") so the cost of waiting feels concrete
- Save aggressive urgency for one-off, high-stakes events — recurring shows with a loyal base rarely need the push
Nostalgia & Retro Marketing
Consumer Truth
A throwback jersey is a way for fans to wear a piece of history.
- People don't buy retro drops because they're vintage. They buy them because they make them feel connected to something bigger than themselves.
- That feeling isn't limited to lifelong fans. Younger buyers often want the story and identity just as much as the nostalgia.
- In the end, they're not paying for an old design. They're paying for what it represents.
Retro Merchandise Consumers in Sport — Journal of Applied Sport Management · Nostalgia & Purchase Intent in NHL Jerseys
Play it Out
- Launch retro collections around meaningful moments, not random dates. A championship anniversary or iconic rivalry gives the jersey a story worth buying.
- Tell the story behind the design. Many buyers never experienced the original era, so give them a reason to care.
- Market retro drops beyond existing fans. Position them as both a fashion piece and an entry point into the team's culture.
- Build scarcity around the moment, not just the product. Limited-time releases tied to a real event feel more authentic.
Q-RATED
Q-Rated: Most Iconic World Cup Ads of 2026
The most creative brand moves and cultural plays.
LEGO MAKING OFF: Mbappé, Cristiano, Messi & Vini together
2026 World Cup Campaign
Before the Game
Transforming the Drive to the Match
McDonald's FIFA World Cup Meal
Unveiling New Cups with Superstars
RIP The Script
Nike 2026 World Cup Commercial
The Most Epic Watch Party
No Lay's, No Game
THE HAPPENINGS
New Around the World of Business and Marketing
As the final whistle blows on this issue, we hope this week's QULIT has shown how the FIFA World Cup is more than just a beautiful game. It's one of the world's greatest stages for marketing, storytelling, and culture.
Whether you found inspiration from The Spotlight, valuable insights from The Playbook, or simply had a bit of fun with Presyo, we hope you leave with a greater appreciation for the campaigns, moments, and cultural connections that have made the World Cup a global marketing phenomenon.
Thank you for spending time with us. Until the next issue, keep learning, stay curious, and continue doing it for the culture.