Kia, Michelob & Home Depot's Shocking Plans with U.S. Soccer: Will You Miss Out on the Next Big Win?

The excitement is building for the 2026 FIFA World Cup, set to take place across the United States, Canada, and Mexico. Following the recent draw that determined the matchups for the 42 qualified teams, major brands are ramping up their marketing efforts to leverage this global sporting event. Among these brands are Kia America, Michelob Ultra, and Home Depot, all of which are planning significant activations to engage with fans.

At the Marketing Automotive conference during the Los Angeles Auto Show, Kia's vice president of marketing, Russell Wager, emphasized the massive scale of the tournament. He described it as “having three Super Bowls a day for over a month with the whole world watching.” Kia, an official sponsor of the tournament, intends to prominently feature its new Telluride SUV throughout the event. The brand will implement targeted media buys and ensure a strong vehicle presence at many of the matches. Kia is also sponsoring the official match ball carrier at the start of every game and has plans for major activations at both the opening match in Sofi Stadium, LA and the final match in New York.

Meanwhile, Michelob Ultra is getting a head start with a campaign that aired during the World Cup draw featuring brand ambassador Lionel Messi. As the "official beer sponsor" of the 2026 World Cup, Michelob Ultra commissioned artist Victor Solomon to redesign the Superior Player of the Match trophy, which will be awarded after every match determined by a fan vote. In a 57-second spot, Messi helped unveil the trophy, showcasing the competition and prestige associated with the honor. Notably, Messi holds the record for the most Player of the Match trophy wins in FIFA World Cup history, boasting 11 victories.

Home Depot, the official home improvement retail supporter for the tournament, is focusing on the theme, "We All Have a Name." This initiative connects the pride of Home Depot associates wearing their names on their aprons to the pride players feel when representing their countries. The campaign features Ricardo Pepi of the U.S. Men's National Soccer Team and will run throughout the month. Home Depot is planning activations in multiple host cities, including Monterrey, Atlanta, and Toronto, featuring large-scale experiences that celebrate each city's unique home and outdoor living culture. From outdoor viewing parties to DIY fan zones, these activations aim to engage local communities.

In addition to these corporate initiatives, U.S. Soccer is launching its largest national campaign to date, themed "Never Chase Reality." This 90-second spot, narrated by Marcello Hernandez of Saturday Night Live, reimagines iconic moments in U.S. Men’s National Team history, honoring the past while challenging expectations and inviting fans to believe in what’s possible. The campaign aims to reach fans across all 50 states and will feature prominently at the intersection of sport and culture through broadcast, digital, out-of-home media, and various fan experiences throughout the year.

The 2026 FIFA World Cup is not just an opportunity for teams to compete at the highest level; it also serves as a major platform for brands to connect with millions of fans across North America. As companies like Kia, Michelob Ultra, and Home Depot gear up for the event, the excitement surrounding the tournament continues to grow, promising a unique blend of sports, culture, and commerce.