Mapfre has launched a new campaign to support the Spanish Soccer Team on the occasion of the 2026 World Cup, which will be held in the United States, Mexico and Canada. The action, created by McCann, is part of the agreement by which the insurer has become a sponsoring partner of the National Team and transfers its brand positioning, “Let’s go where you go”, to the context of football and one of the great sports conversations of the year.
The piece is characterized by an optimistic tone
Under the message “We go where the National Team goes. Because when the National Team plays, we all play”, the campaign appeals to the collective feeling that major international events awaken. The piece is based on a succession of questions that connect with the excitement prior to a tournament: “What if we pass?”, “What if nothing stops us?” or “What if we win again?” Through these questions, Mapfre builds a story focused on trust, support and the strength of believing together before facing a great challenge.
The campaign culminates with the message “For something to turn out well, start by thinking that it will turn out well”, a phrase that summarizes the optimistic tone of the piece and reinforces the role that the brand wants to play around the National Team. Mapfre thus presents itself as a company that accompanies people in relevant moments, also when those moments are experienced in a shared way and acquire a social dimension.
The approach connects the insurance territory with sports values, such as effort, improvement, teamwork and trust. The National Team thus functions as a vehicle to bring the “Let’s go where you go” positioning to a context of high emotional involvement, in which the brand seeks to associate itself with the expectation, unity and optimism of the fans.
“Before every great challenge we all have an internal conversation. A mixture of excitement, doubts and possibilities. The same one that accompanies any player when he puts on the Spain shirt. And there is a very simple truth that conditions the result: for something to turn out well, you must first believe that it can happen.”stated Jaime Azurmendi, Executive Creative Director at McCann. “And it is much easier to do so when we feel that someone is with us, that they go where we go and are there to help us if things don’t go as we expected. That is the role of the brand and that of our fans: to give us the confidence to move forward and the certainty that whatever happens, we will be able to keep going.”he added.
The campaign will have a presence on television, with 30 and 20 second pieces, and will also be activated on social networks. With this action, Mapfre reinforces its link with the Spanish Soccer Team ahead of the 2026 World Cup and expands the construction of its new brand platform in a territory of high public visibility.
The creative work has been developed by McCann, with Somos 5 as production company, UM as media agency and Making Science as digital agency.
