Spain already has another star. The Men’s National Team has won against Argentina in the World Cup and achieved a new milestone that expands on those achieved in South Africa in 2010 (Men’s National Team) and in Australia in 2023 (Women’s National Team). The victory has unleashed a moment of euphoria and celebration at a national and international level that our country’s brands are accompanying with communication and marketing initiatives and taking advantage of to connect with society.

Many of them, especially those who are sponsors of La Roja, have been doing so since before the competition began and during the almost forty days that this edition of the tournament has lasted, the longest World Cup in FIFA history to date. That support now emerges in a celebration that has the second star achieved by the men’s team, as well as the national colors, as the main protagonists.

Adidas, technical sponsor of the National Team and responsible for the equipment, has been one of the first to react to the victory. And he has done so by announcing the launch of the long-awaited new shirt with the second star that will from now on identify La Roja as two-time world champion. Starting next August 4, it will be available to consumers interested in purchasing it, but it can now be reserved through the sports brand’s website and application.

In line with that second star that already crowns the shield of Spain on the La Roja kit, Correos has also added a second cross to its logo and, presumably temporarily, has changed its colors, replacing blue with red to match the country’s flag. Likewise, he winked at the expression “I’m Spanish, what do you want me to beat?”, popularized as a result of the titles won by Spanish sport in recent years. Thus, he has published a piece on social networks that expresses “I’m Spanish, who do you want me to hand out?“With this, it is included in the emotional movement that is currently going through the population, while highlighting its international shipping services, something that has been highlighted throughout the entire tournament.

Volkswagen has been one of those that has joined the collective joy that currently invades the population. And he has done so by fulfilling a promise made just a few hours before the start of the Men’s Soccer World Cup final in which he assured that he would change the name of the red color of his vehicles to “Two-time Champion Red.” The offer emulated that made by some players on the team, who indicated that they would get a tattoo of coach Luis de la Fuente’s face if they became champions. “Spain is already two-time champion. And if they have made history, so have we. From today, our Rojo is renamed Rojo Bicampeón. Come on, selection!”has shared the brand through social networks.

For its part, J&B – Diageo’s whiskey brand – has also capitalized on its corporate colors to establish a parallel with the Spanish red and yellow, but without renouncing to emphasize the Scottish origin of its drink. “I am Spanish, Scottish, Spanish”, points out the piece that has been designed together with the CyW agency and shared by the brand’s marketing managers through social networks.

In line with its promotional marketing actions, KFC has developed an action that delves into the storytelling created around the visual resemblance between one of its star products, the chicken thigh, and the World Cup trophy, and which has been one of the keys to the brand’s communication in recent weeks. As Kerman Romeo, Marketing Director at KFC for Iberia, shared, the fried chicken brand has given customers a free piece to celebrate the victory, in an action that has worked together with the agencies PS21, Meme and Arena Media.

“To celebrate that Spain is world champion, we could not do anything other than give all our consumers our Cup: the chicken thigh“, explained the manager. “For this reason, more than a million users of our app have received a notification as soon as the match ended that told them that they had a very special gift waiting for them: their own World Cup. Because we are Thigh Champions”.

In addition to the second star and the colors, the expression “Let’s go!”, which has accompanied Spanish sport for years, is also taking center stage in the brands’ celebrations. One of those that has used it has been Nike, which, despite not being an official sponsor, has temporarily modified its logo to include the expression next to its emblematic swoosh.

In addition, Nike wanted to communicate this with inserts in the national press, with full-page graphics in the editions of The World and The Country.

Nike has also created a special audiovisual piece starring Rodri, the captain of the men’s national team, named the best player of the tournament; and narrated by Carlos Puyol, one of the players who was world champion in 2010.

Coca-Cola has also used emblematic graphic elements of its visual identity to celebrate the victory and pay tribute to the team’s journey to win the trophy. Specifically, it has used the dynamic wave that “underlines” its name in the logo to emulate a journey with three highlighted stages: “We Dream”, “We Fight” and “We Win”.

“Today, all of Spain celebrates what we have achieved together. The shared hope, the sleepless nights, the hugs in each square“, the brand has expressed through social networks, taking advantage of the occasion to emphasize its product and position it in the celebrations. “Before your voice goes hoarse, open a cold Coca-Cola. It’s time to toast all of us”.

Deodorant brand Old Spice, on the other hand, has chosen to partner with the online community Spain Says to create a publication that celebrates fandom, the feeling of belonging and pride in what has been achieved. In it, in addition to linking to local culture, it also plays word games to establish a connection between the moment and its product. “How lucky I was to be born in a country where the best celebrations end up sweating my shirt.”, are some of the messages that can be read.

El Corte Inglés in Times Square

El Corte Inglés has also accompanied La Roja in its last step towards victory. In the hours before the game, the Spanish retailer deployed a creative in Times Square, through the Dentsu Spain and Dentsu United States agencies, with the message “Let’s go for it!” to show your support for the team. The piece was activated in various time slots, coinciding with the times of greatest influx of Spanish audiences in the area.

Furthermore, in real time, it has also celebrated the victory of the Spanish men’s national team by projecting a congratulatory message next to the image of two stars in the same location, which has covered two digital screens and an area of ​​more than 920 square meters.

As the agency explains in a statement, the operation process, from the client’s initial request to its execution, was closed in less than 24 hours thanks to the coordination between the media, marketing and creative teams of El Corte Inglés and the agencies of the Dentsu group, and the direct relationship of these with the exclusivist of the plaza’s screens.