Thomas Müller stars in Telekom's 2026 World Cup ad blitz for Magenta TV
The 2026 FIFA World Cup, kicking off on June 11, is already casting its shadow ahead of the tournament. Telekom is positioning itself early with a new campaign to ensure everyone knows that Magenta TV will broadcast every match of the FIFA World Cup 2026—including 44 games exclusively.
The star of the show is none other than beloved former national team player and advertising veteran Thomas Müller. In the campaign's first ad, he's seen in a rustic mountain lodge, hoping to enjoy the World Cup in peace—thanks to Magenta TV. But his solitude is short-lived: suddenly, fans from around the globe storm the mountain. Fortunately, there's room for everyone inside, and together, they celebrate "the football festival of the year."
The campaign brings to life a promise made by Arnim Butzen, head of Telekom TV: "We're bringing the tournament atmosphere straight into people's living rooms." But according to Sven Grümer, Head of Media and Launch & Lifecycle Management at Telekom Deutschland, it's about more than just football. "It's about community, emotions, and those special moments that connect people across borders."
The campaign unfolds in three phases, with a consistent theme and setting throughout. The first ad is already running on TV and online, accompanied by print, social media, out-of-home advertising, in Telekom stores, and on stadium billboards. From April 2, the focus shifts to promoting reliable home internet, and starting May 1, Magenta TV's World Cup offering takes center stage.
The campaign was developed by 0171, based in Hamburg. With 90 employees in Germany and internationally, the agency combines expertise from various disciplines, handling all marketing and communications for Telekom in Germany. The agency's setup was unveiled in mid-February, and this World Cup campaign marks its first major public project.
"With this campaign, we're giving the World Cup on Magenta TV a powerful visual identity: Telekom is bringing the tournament to where fans in Germany want to experience it—right into their homes," says Annabelle Jenisch, CEO of 0171. "The mountain lodge symbolizes community, spontaneity, and unforgettable football moments. Together with Thomas Müller, we've created a platform that works across all channels, steadily building excitement for the tournament."
Media planning is handled by Mindshare, while Emetriq manages digital media.
Coca-Cola got the ball rolling back in January with its own World Cup campaign, also centered on emotion and joie de vivre. Last week, Pepsi unveiled its "Pepsi Football Nation" platform, joining the pre-tournament buzz.
