Marketing in the QATAR 2022 World Cup

16, Dec 2022 | Inspiration and news

The Qatar World Cup is coming to an end; marketers and brands are joining this great celebration, whether at the venue with 1.2 million visitors from all over the world or the fans in their home countries, everyone is part of it; we are going to share with you those executions that have been successful and how all brands are joining the World Cup.

To get into context post pandemic, this year was different, the World Cup was at the end of the year, and it intersected with off-seasons and almost reached Christmas. How can soccer be so powerful to not lose steam this season? Let’s talk about it!

A Nielsen study indicates that “The World Cup is the most familiar sporting event to 95% of fans. And for soccer fans, the World Cup is the ultimate sports experience. “

Fans consume brands off and online, watch the games from their apps, buy their teams’ jerseys, consume brand merchandising and bet on their favorite countries. Without a doubt, it is a great opportunity for brands to join soccer’s biggest party.

Join us for this compilation of successful campaigns!

Did you see red at the Qatar fan fest? You know who we are talking about, it is an American beer of Czech origin and patented in Germany, it is “the official beer of the World Cup” and we see it everywhere, in the stadiums, on the screens, at parties, etc. Mexico was no exception and they activated the BUD-X. house in Polanco, CDMX. Where you could watch the World Cup matches in a relaxed atmosphere, with activities and lots of soccer.

Captura de Pantalla 2022 12 15 a las 17.49.40
Captura de Pantalla 2022 12 15 a las 17.47.00


Adidas and its commercial “ There is only o̶n̶e̶ Messi. “

To have 5 versions of Lionel in his 5 World Cups, dedicated to the legend who can be a world champion. This video has 2.7 million views and brings as a consequence a tribute and a sales spill of the seven-time Ballon d’Or winner.

Captura de Pantalla 2022 12 15 a las 17.55.29 1


A campaign full of love for Mexicans ‘Celebrating life and nurturing the best fans’.

LALA through this execution pays tribute to all Mexicans, that no matter where we are, where we watch the game or where we work, we are “the best fans in the world” only 80,000 Mexicans attended Qatar and stand out by far among the fans, in every game we saw a green spot, right? So this campaign brings as a consequence that the love for the jersey, never dies.

These are just a few examples of brands that had the opportunity to capture the attention of their consumers and non-consumers, generate new audiences and leverage the power of data for an experience at every touch point. Remember, Data Matters.

Liliana Ruiz

Co-Founder Tachuela Growth Marketing


Instagram @budweisermexico Campaña The Oficial beer of the FIFA World Cup publicado en Noviembre 29 y Diciembre 2 del 2022

Twitter and Youtube @adidasfootball y @adidas Campaña Impossible Is Nothing RONDO

Youtube Campaña de LALA para el mundial de Qatar 2022

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