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Betano has launched an innovative global campaign for the 2026 FIFA World Cup, blending gaming culture with real-world football fandom. Developed by Wieden+Kennedy São Paulo, the campaign follows a video game NPC who escapes the sterile world of a digital football game to experience the intensity, unpredictability, and collective emotion of a real World Cup. The film, set to a reimagined version of ‘Mr. Lonely,’ emphasizes that football fandom is an experience that transcends digital simulation.
Under the global platform ‘Believing Makes it Real,’ the campaign will be rolled out across 14 countries in South America and Europe, supported by live activations and fan engagement initiatives. The 360-degree approach includes localized adaptations, with three distinct character variations reflecting the cultural idiosyncrasies of different regions.
“The FIFA World Cup is the ultimate anchor in global sports, and for a campaign spanning so many different markets, we wanted to match that ambition. Our brief was to articulate the raw, collective emotion of being a fan, a feeling so intense it transcends even the most advanced digital simulation. This film captures that powerful truth, reinforcing our global platform, ‘Believing Makes it Real,’ and positioning Betano at the heart of the sport’s most genuine and unpredictable moments,” said Pablo Puertas, Marketing Director at Betano.
The creative directors at Wieden+Kennedy SP, Felipe Paiva and José Ferraz, shared their vision: “Our challenge was finding a fresh, globally resonant way to talk about the World Cup. The campaign starts in a cold, automated universe and follows the journey of an NPC discovering what happens when an entire world truly believes. It’s a contrast that turns football emotion into something impossible to program.”
This campaign further solidifies Betano’s partnership with FIFA, as the brand was recently named an Official Tournament Supporter for the 2026 FIFA World Cup in Europe and South America. This follows their involvement in the FIFA World Cup Qatar 2022 and the FIFA Club World Cup 2025.
The 2026 FIFA World Cup, taking place across the US, Mexico, and Canada, will be the largest in FIFA history, featuring 48 national teams. Betano’s campaign aims to encapsulate the unparalleled emotional connection fans have with the sport, proving that no digital experience can replicate the real-world magic of the World Cup.
