For years, the 2026 FIFA World Cup has been must-buy media inventory for marketers. But numerous controversies as well as the bigger-than-ever nature of the soccer games have presented new challenges and considerations for brands.

Creativity Editor Tim Nudd and Senior Marketing Reporter Jon Springer discuss trends that have emerged across World Cup creative, sports marketing trends on the rise versus on the outs and how recent fan disruptions from ticket prices to geopolitical disruption have impacted brand plans.

Plus, they reveal the first-ever Ad Age Insider World Cup Marketing Award winners, including the most unique work, best brand strategy and best World Cup campaign. Listen to discover which brands took home trophies.

Dig deeper on the topics mentioned in this week's episode:

~Everything brands need to know about World Cup marketing

~How brands are using access to break through World Cup clutter

~See Coca-Cola's unique AI activation

~See Air Transat's pricing-themed OOH campaign

~Watch Adidas' campaign starring Timothee Chalamet

~Inside Nike's star-studded World Cup spot

~See McDonald's World Cup collectors' cups

~These brands nailed World Cup work this year

~Enter Ad Age's 40 Under 40 by July 23

~Listen to Ad Age's Marketer's Brief podcast

Best World Cup campaigns and the new sports marketing playbook, with Tim Nudd and Jon Springer

Ad Age Insider

Best World Cup campaigns and the new sports marketing playbook, with Tim Nudd and Jon Springer