The 2026 World Cup witnessed the emergence of one of the most innovative marketing ideas in the tournament's history, after the underarm area of referees' shirts was used as a new advertising space during matches.
The advertising logo was clearly visible on the fourth official's uniform, especially during the moments when he raised the substitution board, which is one of the most frequently repeated and followed moments during matches, whether inside stadiums or on television screens.
This model is based on the concept of "contextual appearance," where the location of the advertisement is linked to the nature of the product being promoted. The brand that appears belongs toa company specializing in deodorants, which gives the marketing message an additional dimension of coherence and clarity for the audience.
One of the smartest advertising ideas I've seen during the #WorldCup2026 matches. #Rexona , the deodorant brand, chose a space no one had paid attention to: under the fourth official's arm.
The moment the official raises the substitution board, the ad appears right under the… pic.twitter.com/Ifur4DFd9N
Sports marketing specialists believe that the idea represents a shift in modern sports sponsorship methods, as the goal is no longer just continuous appearance, but rather choosing moments with a high visual impact that ensure greater viewer attention.
Marketing estimates also indicate that the value of these innovative advertising spaces could reach tens of millions of dollars throughout the tournament, given their wide global reach and high advertising returns compared to traditional methods.
This move reflects a growing trend among companies and organizers to integrate advertising into the details of the sporting event itself, rather than relying solely on billboards surrounding the stadiums, in an effort to create more impactful and effective marketing experiences.
