The multi-channel campaign celebrates the biggest World Cup ever, uniting everyone from ‘Part-Timers’ to ‘Hardcore Fans’ with round-the-clock updates, cheeky tactics, and expert opinion
“World Cup For It” showcases how The Sun app keeps fans “up for it” 24/7. From watching matches at silly o’clock and checking scores during midnight baby feeds, to cheekily blagging expert punditry at the pub, the campaign captures the relatable, round-the-clock passion of British football culture.
Running through to the tournament final on July 19th, the campaign targets a broad, diverse audience of football fans, proving that no matter how or when you follow the game, The Sun is right there with you.
The multi-channel campaign is designed to unite a broad spectrum of the British public. Rather than targeting a narrow demographic, the creative celebrates a shared cultural obsession. Across the video assets, the work captures humorous slice-of-life vignettes.
Nathan McPherson, brand marketing and partnerships director at The Sun, says: “This is set to be the biggest World Cup in history, and our readers are matches-deep, no matter the time zone. ‘World Cup For It’ is a celebration of that pure, unfiltered fan passion. Whether you need expert tactical analysis over your morning toast, or just want to blag some top-tier trivia in the pub, The Sun app is the ultimate 24/7 companion. MOSAIC has perfectly captured the humour, the passion, and the joy of being a fan in the UK today.
