“One Global Game”, infinite stories

FIFA’s World Cup presents a natural environment for organic (and paid) stories to emerge. There's heart-warming fan interactions, unexpected comebacks and controversial hydration breaks.

At the close of an epic six weeks, 48 countries competed to take home the winning trophy to their home country. Spain came out victorious, claiming their 2nd men’s World Champion title ever—and the first country to hold both the women’s World Cup AND the men’s at once. 

Whether you call it football, footy, fútbol, fotball (hello, Norweigian fans!!)—soccer has been dubbed the world’s sport because of its beloved ubiquity.

As such, for brands everywhere, the World Cup 2026 was an opportunity to weave a fresh story. 

I took it upon myself to research the best, most innovative storytelling that took place on the spirited world stage over the last month and a half.

Teremana Tequila

Breaking a Guinness World Record is one way to create a memorable story—especially when fans can interact with the record itself.

Teremana Tequila (yes, Dwayne “the Rock” Johnson’s tequila) built a 525 foot long foosball table for more than 500 fans in Brooklyn to actually play. 

The design was gorgeous and well-documented, with all 48 nations represented on the table. There were custom jerseys, player cards and, of course, Teremana cocktails to sip on throughout the day. 

The videos and content captured strike that awesome balance of “you had to be there” with “just a day in the neighborhood.”

Lego

Meanwhile, at Rockefeller Plaza, Lego did what Lego does best in storytelling—world-building! 

At 27 feet tall, their Lego version of the World Cup trophy took 1.36 million (MILLION!!!!) legos to build and stands as one of the biggest Lego creations ever made. 

But it wasn’t just for ogling at! Lego’s PlayZone offered up collaborative Lego murals, jerseys and photo opps with Lego-fied athletes. 

Really fun accompanying copy like “Legends aren’t born; they’re built” is just pro stuff. Long live Lego.

Sports Illustrated

Sports Illustrated won the prize (in my opinion) for both creativity and effort, in dedicating an entire special edition of the magazine to the World Cup. 

With 48 countries participating in the tournament this year (the most ever!), Sports Illustrated took on the task of commissioning artists from every country to design a cover commemorating this "One Global Game."

Creative Director Stephen Skalocky said each of these artists “have their own direct connection to the culture they’re depicting, making them the best storytellers to communicate that message.”

You can scroll through the results here, in what is sure to be a collectible issue going forward. The one pictured above is from Spain.

Honorable mention

Tums chewable antiacids put together a whole “Food Match Cup” where various food trucks participated with recipe mashups that blended cultures and encouraged…well, healthy guts!?  

They had a microsite going, prizes and everything. I didn’t find an engagement report yet but the noise on social media looked like a ton of fun. 

“Get back in the game with fast relief” — say less! I already carry Tums in my purse. Go Team Tums!