104 games in 39 days. That is the ambitious plan for this year’s Soccer World Cup, which will take place in Mexico, the United States and Canada between June 11 and July 19. It is a key event that crosses the boundaries of sports and becomes social and cultural phenomena, an aspect that Movistar has highlighted in its new advertising campaign, which encourages people to experience the event through its platform.
Together with the creative agency VML The Cocktail, the telecommunications company has launched “The World Cup Unites Us!”, which celebrates the shared passion for football and the sport’s ability to connect all types of people. It also does so by addressing the particularities of this year’s tournament, the longest in history due to the participation of 48 teams, and the need to prepare for it.
Thus, Movistar proposes an agreement so that the entire Spanish society can enjoy the competition. It portrays office pacts to not establish meetings beyond 5 p.m., alliances between fishermen to not go out to fish until the penalty round is over, or councils in neighborhood communities to establish limits when it comes to scoring goals. “This agreement is important for everyone. Because this team belongs to everyone,” the company conveys through the figure of Lamine Yamal.
The announcement communicates Movistar’s support for the national team, within the framework of the agreement reached in March with the Royal Spanish Football Federation to sponsor the Spanish football teams until 2030. Thus, Movistar will be the official telecommunications operator of the Men’s, Women’s, U-21 and youth national football teams, giving shape to a collaboration that, according to the brand, reinforces the connection between football, technology and digital experiences for millions of fans.
“We want to be the best way to access the digital world for citizens and that includes being the ones who offer the best content. For this we must be present in the moments where millions of Spaniards together share unique digital experiences.“Commented Marc Murtra, President of Telefónica, at the time, “The football of the Spanish team is one of those great moments. Accompanying our team until 2030 reinforces our objective and our commitment to great shared moments and expresses our support for Spanish talent”.
Likewise, the advertisement also invites viewers to follow the World Cup through its service. Movistar Plus+ will offer all the matches, including open matches and all those of the Spanish team, thanks to its agreement with Dazn. It will also offer exclusive content to its clients, such as unique reports and interviews about the tournament.
In addition, there is a strategic level “The World Cup Unites Us!” expands Movistar’s brand positioning. The advertisement is framed in the “It is for everyone” platform, designed by the Oriol Villar agency and deployed in September 2025 to highlight the role that the company plays in people’s lives and its willingness to work every day to guarantee safe and reliable communication.
It is worth remembering that “Maruxa”, the campaign with which the new positioning began, was recently recognized at the National Creativity Awards, organized by the Creativity Club. In this contest, the brand also stood out as one of the most creative in the Spanish industry.
