Spain may have lifted the famous trophy earlier this month, but while the world's best players were battling it out, brands fought for attention, relevance and a place in football culture. We take a look at who won off the pitch.
Levi’s
One of the biggest branding wins of the World Cup wasn’t an official sponsorship, it was a logo that FIFA tried to hide. Under the tournament’s clean venue rules, Levi’s Stadium was stripped of its branding, with the iconic red batwing covered over. The irony? It only made people notice it more. Rather than fight it, Levi’s leaned into the moment, using the covered logo across its social channels and proved that the strongest brands don’t rely on their name to be recognised. A single social post generated hundreds of thousands of interactions. One TikTok of the covered logo amassed nine million views. Levi’s then rolled out the tarp logo across stores in London, Paris, Milan, Berlin, Hong Kong, Brazil and Mexico.
It was a reminder that distinctive brand assets aren’t just nice to have, they’re one of your most valuable competitive advantages. Years of consistent branding had made the shape alone instantly identifiable. The cover-up became one of the campaigns of the summer.
Norwegian Air
Ahead of England’s quarter-final against Norway, Norwegian challenged British Airways to a simple bet on Instagram: whichever country’s team lost would swap its profile logo for the winner’s for 24 hours. When England progressed, Norwegian honoured the bet, temporarily replacing its own branding with the British Airways logo and congratulating its rival with good humour. The exchange generated millions of impressions and drew other airlines into the conversation, turning a simple social post into one of the tournament’s most talked-about brand moments.
They might have lost the bet, but Norwegian Air played a marketing blinder! The real result? Millions of impressions, widespread media coverage, and a brand that came across as confident, playful and authentic. A reminder that the brands people remember are often the ones willing to have a little fun.
Heinz
Levi’s wasn’t the only brand affected by FIFA’s branding restrictions. When Heinz ketchup bottles inside stadiums had their labels taped over, the brand responded with a playful campaign featuring its own “censored” bottles. Rather than seeing the restriction as a problem, Heinz turned it into proof of the strength of its identity. The campaign wasn’t really about ketchup. It was about distinctive brand assets. The bottle shape, keystone label and familiar colour palette were enough to trigger instant recognition, reinforcing years of consistent brand building. It’s a reminder that your logo isn’t your brand, it’s just one part of a much bigger identity.
Adidas
Adidas’s Backyard Legends campaign celebrated the places where football really begins: back gardens, local parks, and cages. Featuring stars like Jude Bellingham, Lionel Messi and Lamine Yamal, the campaign reminded fans that every world-class player was once just another kid dreaming of playing on the biggest stage. It resonated because it wasn’t really about football boots, it was about possibility. Instead of telling people to buy a product, Adidas celebrated the shared experiences that connect millions of fans to the game. Whether you’d played jumpers for goalposts or imagined scoring a World Cup winner in your local park, the campaign made you feel part of the story. They may have leaned on an array of big names, but they successfully tapped into emotions, memories and shared experiences, and the crowd went wild!
For brands, the World Cup wasn’t just an opportunity to advertise. It was a chance to demonstrate personality, reinforce recognition and earn attention in ways that traditional sponsorship alone can’t buy. The brands that stood out weren’t necessarily the ones that spent the most. They were the ones that recognised an opportunity, adapted to the moment and responded quickly.
Levi’s proved the power of distinctive brand assets.
Heinz demonstrated that iconic branding can survive without a logo.
Norwegian showed that personality often beats polished advertising.
Adidas reminded us that stories create stronger connections than products ever can.
The brands people remember after a major event aren’t always the official sponsors. They’re the ones that make people feel something, give them something to talk about or simply remind them why they matter.
At 6rs, we believe that’s what great branding is all about. Not just being seen, but being recognised. Not just reaching people, but remaining memorable long after the final whistle.
