Football fans, these brands have more planned for you than just 90 minutes

The FIFA World Cup remains one of the biggest events in the sporting calendar, but the way fans engage with it is changing.

According to a report by Nexxen, OTT and connected TV viewership in Singapore is expected to rise 27% compared to 2022, while more than half of viewers are likely to follow matches on mobile devices or laptops during office hours. As audiences spread across screens, platforms and moments, brands are increasingly looking beyond traditional advertising to stay connected with fans throughout the tournament.

From collectibles and loyalty rewards to AI-powered experiences and community activations, marketers are finding new ways to turn football fandom into active participation. Here are seven brands finding creative ways to bring fans into the heart of the action.

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1. AB InBev

AB InBev is turning bars into football viewing hubs with "Cheers to bars", a global platform launched ahead of the FIFA World Cup 2026. The campaign celebrates bars as community gathering spaces, with a global anthem film spotlighting the passion, heartbreak and shared rituals that unfold when fans come together to watch the game.

To deepen fan engagement, the brewer is rolling out market-specific activations aimed at driving footfall and supporting local businesses during the tournament. These include 200,000 watch parties across more than 40 countries, a Stella Artois "Work From bar" initiative in the US and support programmes for bar owners in Brazil, positioning bars as key social spaces for football fans throughout the World Cup.

Read more here. 

2. adidas

adidas is extending World Cup fandom to four-legged supporters with the launch of FIFA World Cup Federation Jerseys for pets in Singapore. Unveiled at Furkids Fiesta and later rolled out across selected stores, the collection allows pets and owners to match in Argentina and Japan kits, tapping into the growing trend of pets as part of the family and wider fan community.

Beyond the jerseys themselves, the launch was designed to engage Singapore's vibrant pet-loving audience through a shared World Cup experience. By combining football fandom with pet culture and personalisation options, adidas created a new way for fans to celebrate the tournament and showcase their support alongside their pets.

Read more here. 

3. Carlsberg Malaysia 

For football fans in Asia, following the FIFA World Cup often means setting alarms for 3am kick-offs and battling exhaustion the next day. Carlsberg Malaysia leaned into that reality with "Extra time", a digital platform designed to help supporters prepare for late-night matches through personalised sleep training plans.

The experience begins with a "Match fitness test" that generates a customised 14-day programme based on a user's sleep habits and target match times. Fans can track their progress through daily check-ins, earn rewards and even wind down with Carlsberg's "Amber noise" feature, turning a common World Cup pain point into an interactive experience that keeps supporters engaged throughout the tournament.

Read more here. 

4. Changi Airport

Changi Airport transformed its terminals into a football destination with free match screenings, interactive games and a campaign film starring Singapore football stars. Titled "Where the world comes to play", the initiative celebrated the unifying power of football through a relay-style film featuring national team captain Hariss Harun, local football legend Fandi Ahmad and other members of Singapore's national squad.

Beyond the film, visitors could take part in the "Football champions trail", complete quizzes and challenges to unlock rewards, and catch live World Cup screenings across the airport. Travellers in transit could also test their skills through football-themed games, turning the airport into a hub for fans throughout the tournament.

Read more here. 

5. Guzman y Gomez (GYG) Singapore 

Supporting Australia or Mexico suddenly became a lot more rewarding thanks to GYG Singapore's "Up for the Cup with GYG" campaign. Built around the World Cup performances of the two nations, the campaign gave GOMEX members access to one-day-only rewards and discounts whenever either team secured a victory during the tournament.

The brand kept fans engaged throughout the competition with limited-edition football giveaways, a bingo-style rewards mechanic tied to app orders during the knockout stages, and a partnership with JSSL Football Club's summer camps. Together, the activations encouraged repeat participation while connecting football fandom with loyalty rewards, community involvement and grassroots football development.

Read more here. 

6. McDonald's

Collectibles took centre stage in McDonald's FIFA World Cup 26 campaign, giving fans multiple ways to celebrate the tournament beyond matchday. From limited-edition cups featuring football stars such as David Beckham, Ronaldinho, Thierry Henry, Son Heung-min and Lamine Yamal to FIFA World Cup-themed Squishmallows, the campaign tapped into fans' desire to collect and show their support throughout the tournament.

The engagement extended beyond merchandise. In Singapore, fans could redeem exclusive football-themed apparel and pin sets through the McDonald's app, while a finals watch party at McDonald's Marine Cove offered supporters the chance to experience the tournament's biggest match together, complete with unlimited chicken McNuggets and fries.

Read more here. 

7. Senoko Energy 

Senoko Energy turned football fandom into a neighbourhood rivalry with its "Homeground" campaign, which pitted Singapore's five geographical zones against one another during the World Cup season. Through an AI-powered WhatsApp chatbot, participants were assigned to a team based on their postal code and encouraged to rally votes, track standings and help their zone climb a live leaderboard.

The campaign kept fans engaged through lifestyle polls, quizzes and prize giveaways, including FIFA World Cup season passes, home appliances and GrabFood vouchers. By combining community competition with rewards and digital participation, Senoko Energy extended football conversations beyond the screen and into homes and neighbourhoods across Singapore.

Read more here. 

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