The 2026 FIFA World Cup is just around the corner, meaning that people and brands everywhere are looking for interesting ways to engage with the colossus of a tournament. A big part of the World Cup’s promotion is the tournament song or anthem. Many artists have a crack at this, but traditionally, only a few are official tracks.
The Qatar edition in 2022 bucked this trend significantly with some seven official songs to make up the official soundscape of the tournament, including tracks in English, Arabic, and Spanish. This year, looking to further its merchandising arm along with many other brands, FIFA is launching an official album.
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World Cup Takes Over the Market
The World Cup has so much pulling power that we’re seeing loads of official partners of the tournament seeking to maximise their association, as well as brands that aren’t strictly tied to the event. In a rare collaboration between two official partners, Coca-Cola and Panini have teamed up.
For decades, collectors have turned to Panini to peel and stick down the hundreds of players going to the tournament. Now, people will be able to find 12 special official stickers under the labels of the fizzy drink. Snacks are getting in on the action, too. Doritos, Walkers, and Wotsits are running special flavours for the tournament.
All of these PepsiCo brands will run a few unique flavours and feature a QR code. With this, there’s a chance to win World Cup merchandise, vouchers, home entertainment sets, and entry to a prize draw. Following the headlines about ticket issues, Motorola has jumped in with a chance to win tickets to watch Australia vs USA.
Of course, official merchandising and brands aren’t the only ways to get in on the action. In fact, one of the newest releases to the casino UK players can access is all about big-time football. Goal Goal Goal! Pachin-Goal melds traditional online casino games with football and pachinko. It’s a unique experience launched to hit World Cup fever.
New Moves to Bolster World Cup Music
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As we’ve explored, there are many ways for those who want a piece of the World Cup action to get involved. This is the first time that FIFA will be launching an official album alongside the tournament. The “pioneering soundtrack,” as FIFA writes, features a collective of artists from around the world and from different genres.
So far, official songs and album tracks involve work from Daddy Yankee, Shenseea, Shakira, Carín León, Jelly Roll, the Los Ángeles Azules, Jessie Reyez, and Burna Boy from a dizzying array of high-profile songwriters. There’s also said to be host city theme tunes to go along with the full studio tracks.
Shakira is, of course, famed for her contributions to the sound of the World Cup over the decades, with her South Africa 2010 track, Waka Waka, remaining iconic. This year, in a tournament first, the Colombian will headline a half-time show, along with Madonna. It’s a distinctly American addition to the occasion, but it shows FIFA’s desire to capitalise on the interest in World Cup music.
FIFA is amping it up this year with its official album and first-ever halftime show. Increasingly, it’s upping its merchandising and musical efforts, just at a time when its official brands and others are hyping up the World Cup.
