World Cup Fever Hits Wellness as Brands Race for a Piece of Soccer’s Biggest Stage

From official FIFA sponsors to recovery-tech companies, wearables and protein brands, the fitness and wellness industry is finding ways into the World Cup conversation

The FIFA World Cup has long been a platform for sportswear, beverage and consumer goods companies. This year, a wider circle of fitness and wellness brands is using the tournament to build awareness, launch products and attach themselves to elite performance.

Some brands, including Adidas, Unilever and Paula’s Choice, have secured official FIFA partnerships that come with tournament branding, match inventory and access to FIFA’s global fan platforms. Others are embedding themselves into the tournament through national-team deals, athlete endorsements, product launches and soccer-themed campaigns built to leverage the tournament’s attention.

Official FIFA Partners Expand the Wellness Category

Adidas holds the clearest on-field role through its longstanding FIFA relationship and its supply of the official match ball, while newer partners are building around personal care and preparation instead.

Unilever is activating more than 35 brands under its “House of Fresh” platform. Rexona, one of its deodorant and antiperspirant brands, is tying its products to sweat and endurance through changing-room placement, training-camp wash bags and stadium advertising. Axe, working under the same FIFA rights, ran a TikTok sweepstakes offering more than 70 tickets across seven matches, including two seats in a private suite at the Miami quarterfinal.

Skincare brands are also capitalizing on the moment. Paula’s Choice is positioning skincare as part of an athlete-style routine through its “Starting Lineup Kit,” while Dr. Squatch is leaning on limited-edition products and a sweepstakes. As self-care increasingly becomes a gender-neutral marketing strategy, particularly in skincare, new types of brands are capitalizing on the tournament.

Retail is getting in on the moment, too. Boss, the official businesswear provider for the U.S. Men’s National Soccer Team, teamed up with Bloomingdale‘s on a “Game Day with Boss” pop-up at its 59th Street Carousel, pulling in Quest Nutrition for protein bar and chip tastings.

Recovery Brands Support Player Performance

Outside FIFA’s official sponsor roster, recovery companies are building credibility through national-team relationships and products designed around the specific demands of tournament play.

Hyperice has worked with U.S. Soccer as its first official recovery technology partner, supplying percussion, vibration, compression and thermal devices across the federation’s men’s, women’s and youth teams. It also has partnerships with players including Netherlands star Virgil van Dyke.

Therabody has taken a more opportunistic route with CryoTherm Palm, a palm-cooling device launched ahead of the tournament to help athletes manage heat during competition. England has used the device in training and sideline protocols.

Athlete Partnerships

Alo is focusing on individual soccer players. Its new content series follows Trevoh Chalobah, Luke Shaw and Álvaro Morata through their off-pitch recovery routines, including Pilates, padel and other forms of active reset.

Stanley 1913 is taking a similar athlete-led approach through Lionel Messi. Its latest gold-finished “Messi Legacy” collection is the fourth collaboration between the drinkware brand and the footballer, linking hydration and fandom without any official World Cup branding attached.

Whoop, Oura Compete for Visibility

Wearables are benefiting from a different kind of exposure: appearing to be part of an athlete’s actual routine.

Whoop drew significant attention after England star Jude Bellingham was photographed wearing its band during the team’s training.

Oura has similarly built its World Cup presence through team and athlete partnerships. The smart-ring company became the official wearable of U.S. Soccer ahead of the tournament and signed England stars Harry Kane and Declan Rice as global ambassadors on opening day.

The World Cup also shows how much the business of sports has expanded beyond the field. Official sponsors are using FIFA rights across more consumer categories, and fans are increasingly following how athletes train, recover, travel and care for themselves.