Walmart, Tesco, Asda: Supermarkets on World Cup Marketing

With the FIFA World Cup 2026 underway, many companies are looking to align their marketing strategies and tap into this huge cultural moment – but it can be hard for non-sporting brands to get right. 

According to Wojtek Kokoszka, CEO of Mention Me, the best way for companies to get this right is for their campaigns to be “purpose-led”.

He told Marketing Chief: “The lead up to these moments can create pressure to build a standout campaign. However, 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. 

“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.”

Some companies developing campaigns for the FIFA World Cup 2026 include supermarket brands Tesco, Asda and Walmart, who are using key activations to connect with consumers. 

Creating excitement at the shelf edge

Tesco is using the FIFA World Cup as an opportunity to encourage healthier choices, with Tesco Buying Manager Saydee Calvert saying the company has given “a salad staple a football inspired makeover,” to connect “a healthy product to one of the biggest sporting events of the year”. 

The company has launched new packaging designed to make iceberg lettuce look like a football, and will remain in-store for the duration of the FIFA World Cup 2026. 

Saydee says the company is “creating some excitement at the shelf edge while showing how Tesco can make healthier choices relevant to key customer moments”.

Amplifying cultural moments

To improve footfall and provide interactive experiences for shoppers, Asda has brought out a 10-day ‘Bring It Home’ campaign, which will travel to stores across the UK

This will include a large-scale players tunnel, which is designed to replicate the feeling of walking out onto a football pitch – complete with live actors, crowd noise and lighting. 

Some of Asda’s official brand partners will also feature alongside the experience. According to Hyphen – the connected-experiences agency partnering with Asda on this project – this will include Coca-Cola, which brings a peel to reveal game, Lynx with a “locker-room style” fragrance experience and Budweiser, which will have a 0% sampling bar. 

“Rather than interrupting the journey, Bring It Home is designed to sit naturally within it, amplifying a cultural moment that is already driving behaviour,” says Hyphen.

Making football feel more accessible 

The last time the US hosted the FIFA World Cup was more than 30 years ago, and Walmart is looking to capitalise on the excitement of fans in the US through key campaigns.

The company has partnered with footballer Luis Suárez for a social content series designed to encourage consumers to shop at Walmart when planning football watch parties. 

Alongside this, Walmart is working with Soccer Forward and Boys & Girls Clubs of America to support 20 family-friendly soccer activations across the country. These events are designed to help kids and families experience the game through youth clinics, skills stations and activities that encourage teamwork and confidence in young people.

This, Walmart says, is designed to “make the season feel more local, more accessible and even more fun for families”.