Febreze Launches FIFA World Cup 2026 Marketing Campaign

Amid the FIFA World Cup 2026, Febreze has launched a new football-inspired campaign in partnership with Major League Soccer (MLS) and comedian Trevor Noah. 

The ‘Can’t Wash This’ campaign focuses on managing odours in cars, on sofas and at watch parties – with soft surfaces picking up odours as the focus on football grows, without being able to go in the wash.

The campaign includes key partnerships and creator-led content while also bringing the campaign into real MLS clubs. 

The ‘Can’t Wash This’ campaign

Football – or soccer – fandom is growing in the US. 

According to Soccer United Marketing, the FIFA World Cup 2026 could create 47 million new soccer fans in North America – and Febreze is looking to capitalise on that growing audience. 

The campaign hits several key touchpoints in order to maximise its reach, first launching alongside Febreze integrated content on the ‘What Now? with Trevor Noah’s podcast, as part of existing FIFA World Cup 2026 coverage. 

For the campaign, Trevor went on-location to film inside the Red Bulls New York boot room – the first time the show has left the studio for a brand integration – helping position Febreze as the answer of the question: “What do you do with the gear and spaces that cannot always go in the wash?”

Trevor – who says he has “loved soccer [his] whole life,” – has been covering the FIFA World Cup 2026 on his podcast, making this feel like a natural integration for the brand.

“It's exciting to see how soccer has taken over the US, and Febreze felt like a natural fit for that – a brand that plays an integral part in the soccer routine,” he notes. 

Alongside this, Febreze is partnering with MLS clubs such as LA Galaxy, FC Cincinnati and Atlanta United through club boot room refreshes and behind the scenes team-shot content, as well as working with artist Temi Coker to create an art installation. 

This installation is what Febreze describes as a “scent inspired” boot room installation, designed to show how Febreze Fabric can fight odours and freshen fabrics that are hard to wash. From July 17 to August 29, the installation will be travelling to cities such as Los Angeles, Charlotte, Cincinnati and Atlanta to increase fan reach. 

Meaningful investments in World Cup marketing

The FIFA World Cup 2026 has already brought in a significant audience boost for US channels – with the US-Bosnia game becoming the most-watched English-language soccer telecast in US history, according to Fox Sports. 

Romy Gai, Chief Business Officer of FIFA, previously described the FIFA World Cup 2026 as “the most socially connected and inclusive tournament in our history”. 

He continued: “Football today lives in real time, in culture and on social platforms – and this tournament is designed to be experienced, shaped and shared by fans wherever they are.”

But, according to Wojtek Kokoszka, CEO of Mention Me, companies need to be mindful about the way they show up in cultural moments like a World Cup. 

“Those at the forefront of this cultural event will have simple and engaging campaigns which allow their customers to share their opinions and relate to one another emotionally in real time,” he tells Marketing Chief.

​​​​​​​“Ultimately, when customers feel they can meaningfully participate in the moment, they will create content that not only resonates with the occasion but also upholds their connection to the brand.”