FIFA has launched a marketing campaign that combines football, gaming and entertainment to promote its digital gaming portfolio around the FIFA World Cup 2026, using creators, celebrities and live fan events to engage younger audiences beyond traditional football fans.
FIFA said its new “FIFA Gaming Couch” campaign is the centrepiece of its digital football strategy, designed to create a cultural crossover between football, gaming and entertainment while expanding the tournament’s appeal among gamers and online communities.
Developed with creative agency Jung von Matt SPORTS, the campaign features a six-week road trip across the United States, with a FIFA-branded truck carrying the “Gaming Couch” from Los Angeles to New York City. The journey has been documented through creator-led social media content inspired by 1990s sitcoms.
The campaign has generated more than 60 million views through hundreds of pieces of content published across FIFA’s and its partners’ channels, with more than 70 creators taking part alongside Netflix and Netflix Games.
The campaign includes appearances by skateboard icon Tony Hawk, former Brazil striker Ronaldo, streamer IShowSpeed, former Germany international Marco Reus, NFL player Jakob Johnson, former Canada footballer Lauren Sesselmann and creator collective Yes Theory.
FIFA has also organised pop-up events in Los Angeles, Dallas and Miami to showcase games including FIFA Heroes, FIFA World Cup: Launch Edition, Roblox, Rocket League and Football Manager. In Dallas, the event featured a crossover with Netflix’s Squid Game franchise.
The campaign will conclude at Fanatics Fest in New York City, where FIFA and Netflix Games will host the “Couch Cup”, a creator tournament based on FIFA World Cup: Launch Edition.
Christian Volk, FIFA’s Director of Gaming & Esports, said the initiative aims to connect football and gaming cultures while using storytelling to attract new fans and create opportunities for future brand partnerships.
The campaign follows FIFA’s digital football strategy announced in May. As part of the initiative, FIFA released FIFA World Cup: Launch Edition on Netflix Games in June and launched FIFA Heroes, a creator-led fantasy arcade football game that has topped app charts in markets including the UK, Turkey and Spain.
FIFA has also expanded the World Cup’s presence through official integrations in games such as Rocket League, Football Manager 2026 and Roblox’s FIFA Super Soccer, as it seeks to strengthen its presence across the global gaming ecosystem.
