PR World Cup Winners: Who is winning the tournament off the pitch?

Every four years, the World Cup creates unforgettable football moments. Goals are celebrated, teams are supported and memories are made.

But for brands, organisations and campaigns, the tournament is more than just a month of football – it is a chance to grab global attention and become part of the cultural conversation.

So, who trained hard enough to bring their A-game when the opportunity arrived and who was better off staying on the bench?

The Underdog (Literally): Rexona’s Referee Sponsorship 

The Build-Up

Rexona’s choice to take an unexpected sponsorship position caused heads to turn throughout the tournament.

Placing their logo under the armpits of match officials’ shirts meant that it remained hidden during normal play but became visible whenever fourth officials raised the board for substitutions or added time.

It was a sponsorship built around one of football’s most recognisable moments, gaining support and recognition from fans and consumers alike. 

The Goal

• Created a direct link between the brand and its product purpose through clever visual connections.
• Guaranteed visibility during key televised moments with long-term global success.
• Used a simple yet creative idea to outsmart more traditional advertising.

Manager’s Verdict 

This memorable piece of PR was a clever reminder that small details such as placement can outperform larger media spend. 

Whilst paid exposure plays a part in brand visibility, creating a moment people notice is also just as effective.

Best Tackle: Heinz Turns a Problem into a Win

The Build-Up

When Heinz products had their logos covered in World Cup hospitality areas because they weren’t official FIFA sponsors, the brand saw an opportunity to lean into the rising media attention. 

Their ‘Unofficial Stadium Ketchup’ campaign recreated the covered bottles across their social channels with the same black tape that was used during the games.

If that wasn’t smart enough, Heniz also rolled out ‘Penalty Packets’, filled with their sauces, to mimic yellow and red cards.

The Goal

• Demonstrated that Heinz was recognisable even without its logo which positioned it as an authoritative brand 
• Generated earned media by turning a setback into a creative story

Manager’s Verdict 

Heinz displayed brand confidence at its best, ironically creating more conversation than some of the official FIFA sponsors.

They showed that taking a calculated risk in response to something that appears to be a problem can become a powerful creative opportunity when done right.

Man of the Match: BUDDS World Cup Auction

The Build-Up

Yes, it’s a YS campaign but it’s a brilliant one that deserves a mention. BUDDS’ careful use of timing saw them jump on the back of football fever to generate awareness for their largest ever World Cup auction.

Rather than simply launching an auction, the campaign aligned itself with the national conversation and generated stories that linked memorabilia to past World Cup moments. 

The Goal

• A dedicated media day featuring football legends, Sir Geoff Hurst and Peter Reid, helped connect audiences to the auction.
• The campaign used the tournament’s existing momentum rather than trying to create interest from scratch.

Managers Verdict

BUDDS demonstrated a strong example of why timing is so important in PR.

The smartest campaigns understand the wider cultural moment and will find a way to add value to the conversation whilst keeping the narrative relevant to the brand’s objective.

Went Out at the Group Stage 

Not every organisation has left the tournament with a comms win.

It’s been clear that some official partners have struggled to create meaningful conversation beyond simply having their logo present, and have been lost in the surrounding noise. 

Equally, as the tournament organiser, FIFA had one of the biggest opportunities of all to make fans, players and matches the centre of the narrative and in turn, strengthen their own reputation.

However, controversies over ticket prices, VAR decisions and wider operational issues have dominated conversations, fuelled by the organisation’s lack of communication.

The lesson? 

A clear case of an organiser losing possession. 

Running the tournament is only half the job. Managing the reputation around it is equally important and when the organiser becomes the headline rather than the experience itself, it’s time to take action and review your communications strategy. 

Final Whistle: Post Match Review

The success of these PR moments has shown that the best stories require creativity, timing and cultural relevance.

Large scale events such as the World Cup create a stage for PR and when used effectively, can generate global media attention that strengthens reputation and creates lasting connections with audiences. 

There may only be room for one World Cup winner, but in PR, the impact of a clearstrategy and clever story will last a lot longer than lifting a trophy.