In a landmark collaboration, FIFA and the LEGO Group have launched a high-profile promotional campaign for the 2026 World Cup, featuring football icons Lionel Messi, Cristiano Ronaldo, Kylian Mbappe, and Vinicius Junior. The marketing effort kicked off with a viral video showcasing the players interacting with their mini-figure versions and competing to place them on a model of the World Cup trophy. The content rapidly circulated across social media platforms, capturing the attention of millions of fans within its first few hours of release.

The newly introduced collection, titled "Football Highlights," features uniquely designed sets where each figure stands on a base reflecting the player's initials and national team colors. Special attention was given to Messi and Ronaldo, with advanced sets that allow fans to recreate their iconic goal celebrations. A standout item in the collection is a massive 1,400-piece 3D wall mosaic of Messi in his national team kit, showcasing the sophisticated design and engineering LEGO has brought to this sports partnership.

FIFA anticipates that this strategic alliance with LEGO will boost youth engagement and expand the tournament's viewership by 20–30%. Financially, the 2026 World Cup sponsorship program has already proven to be a major success, with all slots filled by March 2026. This initiative is part of a broader commercial strategy expected to contribute significantly to FIFA's projected record revenue of $13 billion for the 2023–2026 cycle, highlighting the immense global value of the tournament's brand associations.

The 2026 World Cup, hosted across the United States, Canada, and Mexico, will be the largest in history, featuring 48 national teams. This project continues LEGO's history of high-profile sports collaborations, following previous successful ventures into Formula 1. The new football-themed sets will be available through official LEGO retail channels, FIFA fan zones, and various World Cup-related events, offering fans a tangible way to connect with their favorite players and the tournament's historic moments.