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.