A Celebration of Football and Fashion
Luxury fashion house Burberry has announced a new advertising campaign that will run alongside the 2026 FIFA World Cup, weaving together the brand’s heritage with the excitement of football’s biggest tournament.
Shot by photographer Mario Sorrenti, the campaign includes a short video and a series of stills that place celebrities such as Romeo Beckham, Jason Sudeikis and Jodie Turner‑Smith in the role of enthusiastic supporters, their faces lit by stadium lights as they cheer on the action.
Burberry’s creative team described the work as a tribute to the fans of the Three Lions, the nickname for England’s national side, and to the way the sport unites communities across continents. The brand’s new collection, built around football motifs, is presented in the same visual language.
The first on‑field appearance of the British team in the tournament is scheduled for June 17 in Dallas, Texas, where they will meet Croatia in a highly anticipated opening match. The choice of Dallas underscores the tournament’s expanding footprint in the United States, a market that Burberry has been keen to engage.
Industry observers note that the partnership reflects a broader trend of high‑end brands aligning themselves with global sporting events, using the World Cup’s massive audience to reinforce brand relevance while celebrating the cultural crossover between fashion and sport.