This year’s FIFA World Cup is starting later than usual, but brands are still trying to build early buzz for the world’s largest sporting event, which kicks off on Nov. 20 in Qatar.

Some FIFA sponsors announced their plans earlier in the year, including Coca-Cola and Hyundai in September. The automaker, a longtime sponsor of the World Cup, released a song with Korean boyband BTS focusing on sustainability while Coke launched a campaign called “Believing is Magic.” Budweiser also released a spot in September from Wieden+Kennedy that shows soccer players Lionel Messi, Raheem Sterling and Neymar Jr. walking through a players' tunnel. The ad ends with the words "No matter your tunnel, the world is yours to take."

Along with the late start—the tournament is usually held in the Northern Hemisphere’s summer—brands will have to contend with allegations against host country Qatar that could create a politically charged situation similar to the one seen with the Beijing Olympics earlier this year. Qatar has come under scrutiny for allegedly discriminatory policies against gay people and reported deaths of workers involved in building World Cup venues.

Below, a look at some of the World Cup campaigns released so far. This compilation will be updated as more ads come in.

Chipotle 

To cheer on the U.S. men’s soccer team, Chipotle launched two spots called “Constant Ingredient” starring American soccer players Christian Pulisic and Weston McKennie. 

The restaurant chain plans to release 5,000 codes for free entrees every time the U.S. team scores a goal. It will also add limited edition “Christian Pulisic” and “Weston McKennie” bowls to its menu for the World Cup.
 

Byju’s

Leo Messi has become an ambassador for education technology company Byju’s, which offers online classes and is a World Cup sponsor. The brand released a campaign on Nov. 8 that includes three films, one from Ogilvy in partnership with the brand’s in-house team called “A Letter to Lionel Messi.” It shows a young soccer player writing to Messi explaining what watching him play has taught her about football.

Gatorade

Gatorade has also partnered with Messi. The drinks brand launched a global campaign on Nov. 14 with a hero spot starring the soccer player called “The Next 90 Minutes” focusing on how to prepare mentally for a game.

Altered State Machine

NFT platform Altered State launched an AI-powered game “AI League: FIFA World Cup Qatar 2002 edition” on Nov. 8. Users can create soccer teams and play against each other.

Coca-Cola

After launching its ‘Believing is Magic’ campaign in September, Coca-Cola released its campaign song on Oct. 19 called "A Kind of Magic (Coke Studio Mix for the FIFA World Cup 2022)." The tune reimagines the Queen song "A Kind of Magic," and the reworked song combines work from Mexican singer-songwriter Danna Paola, Egyptian rap artist Felukah and Saudi singer-songwriter Tamtam. Coke worked with Universal Music Group on the anthem.

Read more: Behind Coke's World Cup marketing plans

Pepsi

Pepsi tapped Leo Messi to play an impromptu game of soccer against Paul Pogba and Ronaldinho in a spot released Oct. 14. After the two players “nutmeg” Messi (kicking the soccer ball through his legs as he reaches for a can of Pepsi), a chaotic game of “Nutmeg Royale” ensues. The end of the ad shows Messi nutmegging one of the players and a new game breaks out. This is the brand’s first campaign under its tagline “Thirsty for More.”

Puma

Puma focuses on young people with its global campaign “Generation Fearless,” which focuses on “FOTs” (Football-Obsessed Teens). Created by Lafourmi, the campaign includes a 3-minute film that cuts between young people describing what their favorite players do to make them “fearless.”

Roblox

Roblox partnered with FIFA to create a “FIFA world” on the metaverse platform “as part of our commitment to grow football and develop ways for new fans to engage with the sport,” said FIFA’s Chief Business Officer Romy Gai in a statement. Consumers can watch videos and perform challenges and games that will feature Spanish soccer player Pedri and German soccer player Lena Oberdorf.

Frito-Lay

The PepsiCo snack brand has rolled out three limited-edition Lays chips. The flavors include Adobadas, Bacon Wrapped Jalapeño Popper and Wavy Carnitas Street Tacos. People can also scan a QR code on the brand’s North American products with FIFA World Cup packaging to access a “Pass the Ball” challenge online which allows soccer fans to win prizes including merch and a trip to the FIFA final.

The brand also rolled out an ad, created by its internal agency, on Nov. 15 that tackles the “is it called soccer or football” debate, featuring sports celebrities David Beckham and Peyton Manning arguing over the words.

KidSuper

Streetwear line KidSuper partnered with liqueur brand Jägermeister to create a limited-edition yellow and blue branded soccer jersey, launched on Oct. 19.

Fox Sports 

As part of its “‘Tis the FIFA World Cup” campaign, Fox Sports, which will broadcast matches in the U.S., has released “Superfan Santa.” It shows Mrs. Claus—played by actress Ellie Kemper—organizing Christmas with Santa, played by Jon Hamm. Other stars include Mariah Carey, Tom Brady and the U.S. men’s national soccer team. The ad will air from Nov. 20 to Dec. 18.

Fox Sports released its third and final FIFA ad “Believe” on Oct. 28. The spot also features Hamm as Santa Claus, this time reading letters from children who want the U.S. team to win the World Cup.

Fox also will appear at Macy’s Thanksgiving Day parade with a balloon figure of “Striker, the U.S. Soccer Star.” Sow globe installations containing FIFA players will be put near events across the U.S. such as the Seattle Center and the Pac-12 Championship game in Las Vegas in December.