2026 World Cup: partnership with Lego activated via a campaign with Messi, Ronaldo, Mbappé and Vinicius

Danish construction toy company Lego is activating its partnership with FIFA and unveiling a video campaign for the 2026 World Cup featuring international players Lionel Messi (ARG), Cristiano Ronaldo (POR), Kylian Mbappé (FRA) and Vinicius Junior (BRE), on 02/04/2026.

This commercial, shared on the brand's social media channels, shows the four players placing Lego figures of themselves on the official replica of the 2026 World Cup trophy, also produced by the Danish group (2,842 pieces, available for €179.99).

Lego announced its collaboration with FIFA for the 2026 World Cup on 03/12/2025, continuing its venture into sports. The Danish group had previously become a licensing partner of Formula One Group on 18/09/2024. The group, which has been offering F1 merchandise since the 2025 season, activated this partnership by awarding trophies made from Lego to the top three drivers and the best constructor at the 2025 British Grand Prix, on 06/07/2025. Ten Lego-built single-seaters bearing the image of the teams were integrated to the pre-race drivers' parade at the 2025 Miami Grand Prix…