As blurry-eyed England fans eagerly await a quarter-final against Norway, it’s clear that the momentum of the team has created moments of togetherness in the midst of a controversial World Cup.
Despite suspended red cards and hydration breaks, the fans have come out on top and as always, brands have tapped into football fandom to be a part of the cultural moment. 

Reactive campaigns from the likes of Experian and Marmite engage in the excitement in real time. While Women’s Aid and EE have leveraged the tournament to tackle wider societal issues like toxic masculinity and domestic violence. Here is a round-up of the World Cup campaigns that celebrate the highs and lows of this year’s tournament.

Experian asks ‘What’s the score?’

The timely World Cup-themed campaign taps into football culture to encourage audiences to check their credit scores.

Marmite rebrands in support of England 

The love it or hate it brand gives out ‘Wemite’ jars to football fans headed to the World Cup at Heathrow Express stations.

Argos delivery declares: ‘It’s Coming Home’ 

Argos hops on the cultural moment to showcase its same-day delivery service. 

Women’s Aid World Cup campaign spotlights ‘The Other Kick Off’ 

The campaign from Elvis raises awareness of the women living with abuse exacerbated by football. 

Boots teams with England defender Dan Burn on sun safety campaign 

‘Back of the Neck!’ riffs on football culture to remind audiences to stay safe and cover hard-to-reach areas.

Lucozade goes football crazy with Bellingham campaign 

Lucozade’s summer football campaign features a full building wrap of London’s BFI IMAX starring England star Jude Bellingham.

The Sun celebrates the shared obsession of the World Cup 

The UK-wide campaign ‘World Cup For It’ is designed to showcase how The Sun app keeps the fans at peak World Cup fever 24/7.

Sky Bet taps Roy Keane and Micah Richards for World Cup campaign 

‘The World’s Gone Football’ highlights the football fever surrounding the World Cup. 

EE’s World Cup campaign tackles toxic masculinity

The campaign shows how sport can build community and protect boys from harmful influences online.

Tennent’s dreams of Scotland’s World Cup 

The dream might have been cut short but Tennent's tapped into the excitement of the Scottish team making the group stages for the first time in 28 years.

Adidas leans on nostalgia for Backyard Legends campaign 

The brand tapped into the World Cup hype with a star-studded campaign including Timothée Chalamet, Lionel Messi, Bad Bunny, Lamine Yamal and Jude Bellingham. 

Johnnie Walker creates 24-year-old whisky for Brazil World Cup campaign 

The campaign connects Brazil’s footballing heritage with Johnnie Walker’s ‘Keep Walking’ brand ethos. 

Back Market refurbishes football stars’ old phones 

The campaign taps into football fandom and gives supporters the chance to win Bundesliga players' phones.