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Summer 2026 Football · Brand Creative Leaderboard

Which brands are winning the summer of football?

The definitive ranking of brand creative for the world's biggest tournament. We track every major World Cup ad — Official Partners and the brands running tournament-coded creative without one — and score them on views, engagement, and momentum. Updated as new campaigns drop.

Live tracking Updated today — ads tracked — brands Tournament kicks off June 11, 2026

The Top 3

Ranked by composite score — how it works

The Full Leaderboard

Click any row to expand — full description and platform breakdown
Tier
# Brand Spot Views▾ ER▾ Velocity▾ Score▾

How we score

The Composite Score is a single 0–100 number summarizing how a campaign is performing across reach, engagement and velocity dimensions. Each factor is normalized against the leader in the dataset, then combined using the weights below. The velocity dimension focuses the score on brands cutting through this week.

We split the leaderboard into two tiers — Official Partners (brands with a contractual sponsorship at any tournament rights tier) and Other (brands running tournament-coded creative without an official deal). The classification follows the brand's parent company, so Powerade reads as Official via Coca-Cola, and Mastercard reads as Other because the payment-category exclusivity belongs to Visa.

What we measure. We count the campaign's primary distribution — meaning the brand's own video posts on YouTube, Instagram, and TikTok, plus those from talent participating in the ads. To remove sample bias we don't include press, influencers and other partners potentially amplifying the campaign. The scoring also excludes performance marketing not publicly visible to all (dark ads, etc.). We deliberately exclude photo posts and image carousels: those don't expose public view counts, so they can't be measured consistently.

Reach
45%
Cross-platform views across YouTube, Instagram, and TikTok — each log-scaled and normalized within its own platform. Distribution breadth is itself rewarded: not posting on a platform contributes nothing for that third of the score.
Resonance
25%
Engagement rate (likes + comments per view) computed per platform, normalized within each platform's max, averaged across all three.
Velocity
30%
Cross-platform views per day — trailing-7-day rate summed across YouTube, Instagram, and TikTok. Captures campaign momentum, not just lifetime accumulation. Log-scaled so paid-amp trajectory can't dominate.

About

An independent leaderboard tracking the brand creative running through the summer of football 2026. We measure cross-platform reach, engagement, and trajectory across YouTube, Instagram, and TikTok — and rank the work that's actually breaking through. Built for marketers, creatives, strategists, and people who care about how brands show up at the world's biggest cultural moment.

No commercial relationship with any tracked brand. Editorial review on every ad before it lands on the leaderboard.

Get in touch: hello@theadpodium.com