Five Football PR Stunts That Captured the Spotlight
It’s another international break, which got me thinking about the upcoming World Cup, and how brands can maximise their ambassadors through PR campaigns that tap into the full marketing mix. From guerrilla stunts to stylised legacy-building, football talent has been at the heart of some of the most memorable brand activations at major tournaments in recent years. Here are five standout examples and why I believe each one hit the mark.
Sam Kerr wearing her Nike Mercurial Superfly signature boots, celebrating her legacy with the Matildas. Photo courtesy of Nike.
Nicklas Bendtner x Paddy Power - Putting Power Into Pants - 2012
In a moment that’s now football folklore, Nicklas Bendtner scored against Portugal at EURO 2012 and lifted his shirt to reveal a pair of Paddy Power-branded underpants. It was a guerrilla stunt so blatant it earned him a €100,000 fine, and a permanent place in PR history. The brilliance wasn’t just in the reveal, but in the aftermath. Paddy Power didn’t flinch. They leaned into the controversy, amplified the moment, and cemented their reputation as the sport’s most unapologetic disruptor.
Since then, few brands have managed to ambush their way into a major tournament with the same impact. Regulations have tightened, players are more media-trained, and federations are quicker to clamp down. But Bendtner’s stunt remains a benchmark, a reminder of what’s possible when a brand embraces risk, reacts fast, and lets personality lead the moment.
For fans, Bendtner became a cult hero, not for the goal, but for the chaos. And from a brand perspective, it was a masterclass in earned media, reactive storytelling, and the power of a single player moment to hijack the global stage.
Lionel Messi x Lay’s - No Real Flavour, Maximum Impact - 2023
In late 2023, Lionel Messi posted a single image to Instagram: a Lay’s packet featuring his face and a fictional flavour; Mate, the traditional South American drink he’s long been associated with. No caption, no campaign rollout. Just the product, the player, and a moment that felt personal. The post wasn’t from Lay’s, but from Messi himself, and it racked up over 5.7 million likes, making it one of his most engaged branded moments of the year.
Lay’s shared the same image on their own channels, but the engagement was a fraction of Messi’s. That contrast says everything. The impact didn’t come from the brand’s reach, but from the ambassador’s. Messi’s post felt like a nod to fans, not a push from a marketing team. It wasn’t a real product drop, it was a symbolic flex, a playful moment that blurred the line between fandom and advertising.
Strategically, it’s a masterclass in ambassador activation. By letting Messi lead the moment, Lay’s turned a fictional flavour into a global talking point. No hashtags, no call to action, just a subtle, culturally resonant gesture that proved how powerful a player-led post can be when the talent is a global phenomenon.
Jack Grealish x Hellmann’s - The People’s Pick - 2024
Hellmann’s launched their campaign as the “Official BBQ Partner of UEFA EURO 2024” with Jack Grealish front and centre, complete with branded sauces, a signature burger, and a cheeky slogan: “Up Your Game.” It was playful, well-timed, and leaned into Grealish’s off-pitch charm. Then came the twist: just days later, he was dropped from England’s final squad. Headlines declared the campaign “in tatters,” and social media had a field day with lines like “real mayo, no real minutes.”
But here’s the thing, the campaign still worked. Grealish’s omission made him even more relatable. He became the underdog, the fan favourite left behind, and importantly, the mate you could have round for a barbecue. Hellmann’s, knowingly or not, had aligned with the people’s pick, not the manager’s. The slogan “Up Your Game” took on a new, ironic twist, but it only deepened the emotional resonance and made the campaign meme-worthy.
Fans rallied. The campaign became a symbol of loyalty, not loss. And culturally, it landed right where it needed to: BBQ season doesn’t care about squad lists. It cares about personality, and Grealish still delivered that in spades.
Sergio Agüero x Stake - Welcome to Miami - 2024
As Argentina touched down in Miami for Copa América 2024, Sergio Agüero, retired legend turned Stake ambassador, welcomed them with a herd of live goats. The message? “The GOATs Have Arrived.” It was a cheeky nod to Lionel Messi’s status, Argentina’s reigning world champion credentials, and the kind of audacious marketing that only works when the personality matches the punchline.
Agüero didn’t just appear in the campaign, he owned it. Dressed in Stake gear and flanked by goats, he laid down a playful challenge to rival nations. The stunt blurred the line between fanfare and fandom, turning a brand activation into a moment of national pride. And crucially, it landed before the tournament began, energizing fans, sparking headlines, and setting the tone for Argentina’s title defence.
But what made it truly stick was the organic engagement. Agüero’s post drew reactions from across the football world; Emi Martínez, Mario Balotelli, and Sofi Martínez were among those who liked, commented or shared the moment. These weren’t paid amplifications; they were genuine nods from peers and personalities who understood the humour, the timing, and the pride behind it.
Strategically, it was a masterstroke. Stake didn’t sponsor the team or the event, but they did own a key moment. By leveraging Agüero’s charisma and cultural status, they created a scene that was both absurd and iconic. The goats were literal, the metaphor was layered, and the social media impact was massive. Millions of impressions, widespread coverage, and a clear brand association with football’s elite.
In a summer of campaigns, this one stood out by being unapologetically theatrical. It wasn’t subtle, but it was smart, and it proved that when the ambassador is all-in, the brand can go all-out.
Sam Kerr x Nike - A Signature Step - 2025
In 2025, Nike finally did what Australian football fans had been waiting for: they gave Sam Kerr her own boot. Not just a colourway, not just a collab, a full Player Edition Mercurial Superfly, designed around Kerr’s story, her style, and her roots. It’s the first women’s signature Nike football boot in over two decades, and it couldn’t have landed with better timing.
The design is loaded with nods to home. The colourway draws from Perth sunsets, and the toe stripe echoes Cathy Freeman’s Sydney 2000 bodysuit, a subtle link between two of Australia’s most iconic athletes. It’s not just a boot; it’s a statement. About legacy, about representation, and about how far the Matildas have come.
What makes this moment matter isn’t just the product, it’s the context. Kerr’s been through two tough years: injuries, setbacks, and questions about her future. But this boot flips the narrative. It’s not a comeback story, it’s a coronation. Nike didn’t wait for a World Cup win or a golden boot, they backed her now, and that says everything.
From a sports marketing angle, it’s a smart move. The Matildas are still riding high post-World Cup, and Kerr remains the face of Australian football. This isn’t just gear for fans, it’s a cultural flex. A reminder that Australia doesn’t just produce talent, it produces icons.
F42 Consulting Knows When to Strike
In football marketing, the difference between noise and impact comes down to instinct — knowing when to move, who to back, and how to make it stick. F42 Consulting has a track record of doing just that, pairing brands with ambassadors who don’t just show up — they shift culture.
Whether it’s a subtle flex or a full-blown stunt, F42 engineers campaigns that hit hard and travel fast. Because in today’s attention economy, the right moment isn’t found — it’s created.
Ready to build a campaign that moves faster than the news cycle or find the right football ambassador for your brand? Get in touch with F42 Consulting.