With renewed hope before each World Cup, Argentina is already winning at top speed heading into 2026. Establishing yourself as a world champion means a challenge for your brand to overcome the situation, which is even more important. From the point of view that this could be the last great date between Leo Messi and the Argentina team.
“For Argentines, this is more than just a World Cup. It is an extreme emotion, defensiveness and national pride, accompanied by a unique emotion mixed with euphoria and nostalgia, which could be the last Messi of the golden generation and which activates a very deep sense of belonging,” defines Gisele Insaurralde, Strategy Director at OMG.
“The national team and Messi changed us” easy About the meaning of soccer and Argentina. Brand communications are being forced to rethink to connect with audiences who have come to appreciate other values. This choice has taught us lessons in resilience, teamwork, humility and courage,” says Pablo Tager, DGC at Monks BA.
And many of these values are not necessarily represented by our team or brand. “We had a time when soccer and Argentina were synonymous with Creole exuberance, where we won through sheer force and believed we were better or better than everyone else. The way we do things has changed because our representatives aren’t like that and don’t want to present themselves that way. And brands had to adapt to that,” added Tagel.
For Matias Lafalla, CCO and Partner at GUT Buenos Aires, the Qatari title is transformative and will force companies to rethink their football communications. “Messi’s ‘that’s it’ gesture at the end of the match somewhat sums up that feeling. It was the end of a story we were used to, one that spoke to epicness, resilience and ‘hard times and hard times’ and transported us to a fun and interesting world.” Look for a variety of stories that aren’t tear-jerking, but looser, with more humor and emotion. ”
“Unity is the new value in this selection, and Scaloni is indisputable. There is no more Menotti or Bilardo. This team represents an unfinished space of excellence. There is a clear idea of leadership, a new way of bringing the team together and building bonds,” defines Manolo Joffre, Director of Strategic Creativity at draftLine AR.
it’s obvious The 2026 World Cup also brings other demands on brands and their communications. What changes when you become a champion? “For us, this includes a unique symbol: world champion 2022only available to the winners of the previous World Cup. In terms of the product and its construction, it is a T-shirt with a level of detail and technology that we have never seen before,” said Guillermo Byrne, Adidas Argentina Marketing Director.
“The starting point is not hope, but memory. It is to feel again the goosebumps of each match in Qatar, that gasp of December 18th. Our creative strategy goes directly to the heart of emotion,” predicts Maria Victoria Castagnino, Senior Marketing Director for Coca-Cola Argentina and Uruguay.
“What I want to say is that Quilmes is an influencer who is over 135 years old and has inexhaustibly accompanied part of Argentina’s culture and passion, even if no one else has,” says Quilmes Brand Director Guido “Chapa” Lofiego, who is currently running the campaign. I like Argentina, I like Quilmes, It also emphasizes national pride.
VML Argentina Chief Creative Officer Rafael Quijano said on the field that this World Cup will definitely be the last with 10 players on the field. “This is a sensitive topic. Before we are publicists, we are Argentinians and we are fans of Messi. For us, it is a taboo topic. We don’t want to accept the reality, we know it’s the last, we want to dream, we don’t want to think. I don’t think this topic will come up again and again. The rest of us won’t even be able to name names, except for those who have permission to use them,” Quijano says.
Meanwhile, Lulo Cario, entrepreneur, CCO and creative reference, points out: “Messi has become an emotion that goes beyond football. We don’t need to tap into that out of nostalgia, we need to tap into it out of gratitude. Brands that can successfully convey the moment from emotion, without manipulating it, will connect very strongly.”
Sancor Segros Group has 10 people leading the current campaign. “The connection between the world number one player and the captain of the all-Argentine team is a source of great pride, but his relationship with the national team goes beyond his persona,” said Gabriela Marchisio, market and client manager at the insurance company.
There is a belief among agents and sponsors that the 2026 World Cup will carry different weight than previous Cups. “It’s not the same to connect emotionally with a frustrated crowd who have been waiting for almost 40 years without a celebration, and to talk and commune with a crowd who have just experienced a moment of glory at the World Cup,” said Jorge Villar, general manager of Don Bay Havas. “We Argentines are used to banking campaigns in bad times, so it will be very interesting to see the approach of the national team in this very positive situation,” Villar added.
The World Cup is also an opportunity for brands to take care of their customers and offer special benefits. “We are already working on developing offers and benefits for our customers. The idea is to offer unique experiences related to the national team, such as contests, raffles and benefits that give the possibility of a trip to the 2026 World Cup,” said Romina Binetti, Head of Sponsorship and Experiences at Banco Supervielle.
Moreover, as with all competitions, “it will definitely be a creative opportunity for the brands that sponsor the Argentina team, but for the majority of other brands, rights issues will mean they will have to approach it from a different angle, such as the passion of the fans and how they experience the World Cup,” warns Daniel Onorato, Partner and CEO of Almasen.
The expectations of Argentines attending the World Cup are clearly high, and the impending World Cup is forcing companies in all sectors to refocus their business models. “We are increasing our commitment to this country by expanding our seasonal service between Buenos Aires and Dallas-Fort Worth from May 21 to August 3, 2026. We will also increase our offer to Miami,” elaborated Gonzalo Shames, Director of South America and Strategic Alliances at American Airlines.
Finally, there is the idea that each Argentine will be as close as possible to the Scaloneta, and in this sense ESPN has already prepared a grid that will be broadcast 24 hours a day. “Fans will be able to enjoy World Cup programming without delay. Adding to this proposal is the participation of Sergio Cun Aguero, who will restart La Casa del Cun, an innovative format that connects the audience with the World Cup from a unique, authentic and up-close perspective,” they said in the signal.
About The Author
