Running from 4 to 19 July, the activation transforms local kopitiams across Penang, Ipoh, and the Klang Valley into communal matchday venues, offering fans a distinctly Malaysian way to enjoy the game.

Rather than centring the football experience in bars or dedicated viewing venues, the campaign taps into Malaysians’ habit of gathering over breakfast, positioning kopitiams as spaces where football conversations and shared experiences naturally unfold.

Stefano Clini, Managing Director of Carlsberg Malaysia, said the initiative builds on everyday consumer behaviour by bringing matchday celebrations into familiar community spaces.

At the heart of the campaign are seven Kopiti.AM events hosted at participating outlets, including Fisherman Wharf, YMY Food Court, and Eight Heng Food City in Penang; GP Signature in Ipoh; and Delish Food Village, Everyday Harmony Foodcity, and Rock Cafe in the Klang Valley.

Each activation features breakfast spreads, Carlsberg breakfast cocktails served from a kopi cart, live entertainment, games, giveaways, a cheer squad, and an AI-powered photo booth designed to capture fans’ matchday celebrations.

“With rewards and promotions that keep the excitement going beyond matchday, Kopiti.AM is all about bringing fans closer to the game and each other over the moments that are #BestWithCarlsberg,” added Clini. 

The campaign also incorporates venue-specific breakfast offerings to reflect the heritage of each participating kopitiam while maintaining a consistent football-themed experience.

According to Carlsberg Malaysia, the initiative is designed to create a more localised football viewing experience by combining the country’s breakfast traditions with one of its most popular sporting events.

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Created alongside Publicis Groupe Singapore’s bespoke agency Team Fresh, the campaign, dubbed ‘Time For A Sub’, taps into the universal substitution gesture seen during football matches and links it directly to Subway’s signature product.

Every time a substitution is made during selected matches, Subway Singapore will post the moment on its Instagram Stories. Fans who quickly respond via direct message stand a chance to receive buy-one-get-one-free Sub vouchers redeemable across the island.

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By leveraging a gesture already embedded in football culture, the brand has inserted itself into tournament conversations without relying on official sponsorship rights.

“Substitutions are one of the most recognised moments in football,” said Sarah Ko, Executive Creative Director at Team Fresh, Publicis Groupe Singapore.

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“They happen in every match, everywhere in the world. We just made sure that in Singapore, they come with a reward. The gesture was always there – we just gave fans another reason to watch for it. And gave Subway a role in the game, without ever stepping onto the field.”

The campaign aims to create a second-screen experience for football fans, encouraging them to engage with Subway’s social channels while following live matches.

Ahead of selected games, Subway Singapore will announce participating fixtures through its social media platforms using the hashtag #TimeForASub. 

Once the substitution signal appears on screen, the race begins for fans hoping to secure promotional vouchers.

For Subway, the campaign represents a play on cultural relevance rather than traditional sports marketing.

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“Football has been saying the word ‘sub’ for decades,” said Aaron Tang, Senior Director of Marketing (APAC) at Subway Singapore.

“Subway lovers have been doing the same. We found a way to connect the two worlds by giving fans a reason to watch every football game a little more closely, while giving Subway an ownable role in football culture at a time when the world’s eyes are watching.”

To amplify the activation, Subway has partnered with creator network HEPMIL and enlisted football-focused content creators, including Zaki, Yusoff and local football content creator Shaun Ye.

The campaign launched on 12 June and will run throughout the football season, with fans encouraged to keep an eye on both the pitch and their social feeds.

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As the Official Broadcast Sponsor of the FIFA World Cup 2026 on RTMKlik, U Mobile positions its brand around making every match and every football moment more accessible, immersive, and rewarding for fans across the country.

At the heart of the campaign is a hero film created by Naga DDB Tribal and directed by Barney Chua of BikinCita, which celebrates the traditions and memories that unite Malaysian football fans during every World Cup by drawing on familiar match-day rituals like late-night watch parties and iconic moments that have shaped generations of supporters.

Rather than focusing solely on football itself, the film highlights the connections and shared experiences the tournament creates, reinforcing U Mobile’s message that the FIFA World Cup is about bringing people together.

Beyond enabling live access to all 104 tournament matches on RTMKlik, the campaign also extends into a series of fan engagement initiatives under the ULTRA Football Fest, encouraging supporters to celebrate the tournament both on and off the screen.

The campaign also introduces the ULTRA Dream Football Tour, giving one winner and three companions the opportunity to visit some of the world’s most iconic football cities. Subscribers can also take part in giveaways featuring home entertainment upgrades, smartphones, televisions and official tournament jerseys.

Bernard Lee, Head of Brand and Marketing Services at U Mobile, shared, “Malaysians have a special connection with football. The rituals, reactions and celebrations don’t just happen every four years. This is our way of bringing the world’s biggest football event closer to home and creating unforgettable moments that fans can experience and share together.” 

“The World Cup has always been about more than football,” explained Walter Teoh, Executive Creative Director of Naga DDB Tribal. “It is one of the few occasions that transcends age, background and circumstance, creating moments of shared anticipation, celebration and connection. Those are often the memories that endure long after the tournament ends.”

Through a combination of live streaming, experiential rewards and emotional storytelling, U Mobile’s latest campaign demonstrates how brands can transform major sporting events into integrated customer experiences that extend well beyond the final whistle.

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The sponsorship will run throughout the tournament from 12 June to 20 July, with Singlife’s new television commercial, The Finals, airing during both live and repeat match broadcasts on Mediacorp’s digital streaming platform mewatch and Channel 5.

The campaign draws parallels between football and life, focusing on the unexpected twists, challenges and decisions people face. Through the lens of financial planning and long-term care protection, the advert encourages Singaporeans to prepare for uncertainty and avoid being “caught off guard”.

According to Singlife, the partnership reflects its broader commitment to supporting sports as a way of bringing communities together and inspiring resilience.

Debra Soon, Group Head of Brand, Communications, Marketing, and Experience at Singlife, said football remains one of the most popular sports among Singaporeans, making the FIFA World Cup an opportunity to connect with audiences through a shared national passion.

As the official rights holder in Singapore, Mediacorp will provide coverage of all 104 matches across its platforms. 

This year’s tournament marks the largest edition of the competition to date, featuring 48 national teams competing across host nations Canada, Mexico, and the United States.

Mediacorp will also expand its free-to-air offering from nine matches during the previous tournament to 28 matches this year, available via Channel 5 and mewatch.

Beyond football, Singlife continues to invest in local sports development through partnerships with organizations including Netball Singapore and Wheelchair Rugby Association Singapore. 

The company recently renewed its support for Singapore’s national netball team and remains title sponsor of competitions such as the Singlife National League and Singlife Nations Cup.

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The campaign includes a pop-up at Compass One’s Atrium from 4 to 21 June, alongside a new range of LEGO Editions sets featuring football stars Cristiano Ronaldo, Kylian Mbappé, Lionel Messi and Vini Jr., as well as builds inspired by the FIFA World Cup™ Official Trophy, emblem and other football motifs.

At Compass One, the space has been transformed into an interactive football playground where visitors can take part in a series of hands-on challenges and activities designed around play and engagement with LEGO builds.

Participants complete a mission-based activity guide across multiple zones to collect stamps and unlock rewards, with those completing at least two activities eligible for a LEGO mini trophy collectible or a S$10 voucher.

The experience features several activity zones, including a LEGO jersey-building Wall of Fame, a Brick Dribble obstacle course, a Robo Striker Arena using a LEGO-built robotic vehicle, and a Photo Goals area featuring football-themed backdrops with player-inspired installations.

Beyond the pop-up, the campaign extends into retail with in-store activations and product tie-ins across participating outlets. The new LEGO Editions football sets continue the theme, highlighting football icons and key symbols of the tournament through collectible builds.

Additional activities include LEGO Goal Rush, a tabletop football challenge running on selected weekends until 19 July at LEGO Certified Stores, and a Make and Take programme available until 30 July at selected stores and Toys ‘R’ Us outlets, where customers can assemble football-themed mini builds.

The wider campaign also includes retail promotions and gift-with-purchase offers at selected stores and the Compass One pop-up until 21 June, as the brand expands its seasonal football-themed activations across Singapore.

Nina Patricia Da Costa, General Manager, Singapore, Malaysia, Travel Retail APAC, the LEGO Group, said, “With the FIFA World Cup 2026 just around the corner, football excitement is reaching fever pitch, especially among young fans who are experiencing the tournament in their formative years, as well as families and fans of all ages coming together to share in the moment.”

She added, “This season, we’re inviting fans in Singapore to go beyond watching the game to building and celebrating it – creating their own memories and taking home a piece of the game. This is part of the LEGO Group’s wider football programme, celebrating the game as a source of play, creativity and connection for young fans and families worldwide.” 

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Created by BBH Singapore, the campaign centres on the brand’s 20-year streak as the global TV market leader with a cinematic hero film inspired by a long-standing football tradition where national teams receive stars for every World Cup victory.

Drawing from this idea, Samsung transforms its 20 years at the top of the TV market into 20 stars, which are dramatically flown across Europe by helicopters before arriving at a packed football stadium for the reveal of a brand new 20-star campaign logo.

Benjamin Braun, Chief Marketing Officer at Samsung Electronics Europe, shared that the campaign celebrates the brand’s long-standing market leadership “in a visually memorable way that football fans would instantly relate to.” 

“We’re incredibly proud celebrating Samsung’s achievement with such a powerful brand platform. Especially doing so in a World Cup year when everyone is looking to upgrade their TV,” said Sascha Kuntze, Chief Creative Officer at BBH Singapore. 

Rolling out across 25 European markets, the massive campaign spans digital, social and in-store channels, bringing Samsung’s 20-year milestone to life through football-inspired interactive displays and fan-focused experiences. 

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Running from June 5 to 21, the massive in-game event aims to unite gamers and football fans worldwide to experience the spirit of “Kick Off for Passion,” where Garena players can immerse themselves with a football-inspired festival experience, fresh game modes, and plenty of free elements to unlock.

At the heart of the “Fire Kickoff” campaign is the transformation of Bermuda’s Factory area into a football field, alongside the introduction of football-inspired gameplay features such as Football Form and Football Blast, bringing the spirit of the sport into both Battle Royale and Clash Squad modes. 

Beyond gameplay, players can take part in a five-stage football tournament journey through a dedicated event interface, where they can complete challenges and unlock exclusive themed rewards such as a football-themed backpack and the Female Bundle grand prize. 

As part of the campaign rollout, players can also access a range of football-themed collectibles through the in-game store, including a customisable Unisex Football Jersey, Gloo Wall skins, sports car skins, hairstyles and themed emotes. 

More campaign content and themed rewards are expected to be revealed throughout the event period. 

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Titled “Who Are Ya?”, the two-minute film features a mix of football figures and entertainment personalities discussing topics related to business-to-business finance through the lens of football fandom. 

Appearing in the campaign are former Arsenal striker Thierry Henry, former defender Martin Keown, former England international Rachel Yankey, and current Arsenal midfielder Kai Havertz. They are joined by actor Aaron Pierre, actress Jasmine Jobson, and actor Nick Moran.

Set in a North London pub on matchday, the film brings together Arsenal supporters and club figures in conversation about global transfers and payments, highlighting how football fans often engage with complex financial aspects of the sport. According to Airwallex, the campaign builds on its partnership with Arsenal and aims to connect with the club’s global fanbase while highlighting business finance themes.

The campaign marks Airwallex’s biggest marketing investment in UK sport so far. The company has been working with Arsenal as its official software partner, providing digital payment tools and financial infrastructure intended to support the club’s international operations.

The campaign also follows earlier out-of-home advertising around the Emirates Stadium in London, where the brand highlighted its shared forward-looking outlook with the club.

Lee, who directed and also appears in the film, brings his signature storytelling style to the campaign. The film will run across channels on Sky starting ahead of Arsenal’s match against Newcastle United F.C. on 25 April, and will also appear on social media platforms. 

Airwallex said the campaign will roll out in three phases, timed with the end of the football season, the upcoming 2026 FIFA World Cup in the United States, and the start of the 2026/27 Premier League season.

The film was produced by creative agency Uncommon Creative Studio and is the first major campaign linked to Airwallex’s global brand platform “Build the Future,” which focuses on helping businesses grow by reducing barriers in financial operations.

Matt Jennings, Global Creative Director at Airwallex, said, “Arsenal supporters are among the most passionate and financially engaged supporters in football. Setting this in a pub, working with some of Arsenal’s biggest supporters and harnessing Spike Lee’s creativity and flair, this film is a genuine conversation with football supporters about money and lets us tell that story in a way that feels authentic to this community. Like Arsenal, finance is always evolving and, leveraging the stories of the club and the supporters, we can show how businesses can build the future with a new way to do things.”

Juliet Slot, Chief Commercial Officer at Arsenal, commented, “Our partnerships are at their best when, together with partners like Airwallex, we lift our supporters and bring them closer to us. Who Are Ya? is a celebration of the incredible passion of our community, and how we can use our shared platforms to connect us wherever we are in the world. We love Spike’s passion and understanding for our club which shines through our film.”

Lee added, “I’ve been riding with Arsenal for years – it started with Thierry. But what really stayed with me is what the club stands for – its history, its culture, the way it reflects the world beyond the pitch. With ‘Who Are Ya?’, I wanted to capture that real supporter energy – the passion, the debates, the humour. Fans today don’t just follow the game, they understand everything around it too. Bringing Airwallex into that conversation felt natural, because the film plays on how fans now talk about the business side of football just as much as what happens on the pitch. This film is about that voice, that culture, and that community.”

The campaign also adds to Airwallex’s growing list of global sports partnerships, which includes collaborations with McLaren Racing in Formula One and San Francisco Giants in Major League Baseball.

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Announced ahead of a major summer of international football, the initiative introduces the “Pepsi Football Nation,” a multi-year global platform designed to connect football culture with fans’ everyday lives. The campaign is supported by a new brand film featuring football icons including David Beckham, Florian Wirtz, Lauren James, Vinícius Júnior, Alexia Putellas and Mohamed Salah.

The film begins with Beckham handing the “playbook” to fans, symbolically inviting them to define the rules of the Pepsi Football Nation. It then follows a series of stylised scenes that highlight football culture beyond the match itself. 

Among them are Wirtz performing a precision parking manoeuvre that is humorously checked by a referee using VAR, James delivering a university lecture about breaking the offside trap, and fictional movie moments starring Vinícius Júnior, Putellas and Salah.

Throughout the film, fans reveal a set of informal “rules” that represent common rituals and debates within football fandom. These include Rule #7: Superstitions are Sacred, Rule #33: Who is the “King of Skill?”, Rule #84: You Must Wear Your Winning Jersey to Work, and Rule #100: Everything Gets Settled on the Pitch.

As part of the campaign, Pepsi will also introduce a digital activation tied to what it calls Rule #1 of the Pepsi Football Nation: “It’s called Football, Not Soccer.” Fans will be able to download a free web browser extension that automatically replaces the word “soccer” with “football” when browsing online content, including news articles and search results.

The brand is also bringing fan conversations to the online community platform Reddit, where supporters will be invited to debate and define their own rules and rituals around the game.

According to Pepsi, the initiative aims to spotlight the discussions, rivalries and traditions that shape football culture around the world.

Eugene Willemsen, Chief Executive Officer, International Beverages at PepsiCo, said: “Football has always gone beyond what happens on the pitch during the 90 minutes. It lives in conversations, rivalries, and traditions that bring fans together every day, across communities, markets and generations. Pepsi Football Nation celebrates that culture and the many ways fans experience the game beyond the match itself. For decades, Pepsi has been at the heart of the game; now, we’re honoring the shared experiences and ‘rules’ that unite fans worldwide.”

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Under the deal, matches from Germany’s top-tier football league will be available on AIS’ streaming platform, AIS PLAY. The platform will carry all nine matches per matchday, beginning with the season opener on 22 August 2026, which will feature the “Franz Beckenbauer Supercup” between the Bundesliga and DFB-Pokal champions from the 2025/26 season.

The Bundesliga is regarded as one of Europe’s major football leagues, featuring clubs such as Bayern Munich, Borussia Dortmund, RB Leipzig, and Bayer Leverkusen. It has an estimated fan base of over eight million in Thailand, with growing interest linked to players including Nicholas Mickelson, currently playing in Bundesliga 2, as well as other Asian footballers who have competed in the league.

AIS PLAY currently offers a range of international sports content, including golf tours, American football, basketball, and tennis, alongside subscription packages for the Premier League 2025/26 season.

“The Bundesliga has long been a home for Asian talent, from Witthaya Laohakul to current Thailand international Nicholas Mickelson and FC Bayern München newcomer Maycon Cardozo. Through our partnership with AIS, we’re bringing the excitement of the Bundesliga even closer to Thai fans — making it easier than ever to follow every match, wherever they are and whenever they want to watch,” said Peer Naubert, chief executive officer of Bundesliga International.

Beyond broadcasting, AIS and Bundesliga International said they plan to collaborate on initiatives aimed at developing football in Thailand. These include the continuation of the “Bundesliga Dream Thailand” programme, which provides youth players with training opportunities in Germany, as well as coaching clinics for local football personnel.

The partnership may also involve future visits by Bundesliga clubs to Thailand as part of fan engagement efforts.

Pratthana Leelapanang, chief executive officer of AIS, said the partnership is aligned with the company’s broader strategy to enhance its digital platforms and contribute to the development of sports in Thailand.

“We recognize the Bundesliga is defined by its unique DNA: fast-paced, aggressive attacking football paired with the intense passion of the fans. This aligns with our vision of elevating the national sports scene to foster tangible growth in Thai sports,” said Leelapanang.

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