The World's Gone Football

It's official. Football has taken over the world.

Sky Bet launched 'The World's Gone Football' - a new campaign for the 2026 FIFA World Cup that leans hard into the beautiful, slightly surreal reality of what happens to the nation when a World Cup rolls around.
The hero film features football royalty Roy Keane and Micah Richards navigating a Britain that has football fever, in the best possible way. Spot the 4-3-3 formation hiding in plain sight. Clock the iconic kits hanging on market stalls. Catch a bridal party leaping like a wall (the bride? A draught excluder. Obviously). Enjoy Roy Keane dropping his trademark 'That's his job!' and look out for a “clean up on aisle Goal”.
The hero film drops in the UK ahead of the Champions League final on 30th May, with 60-second, 30-second and 15-second digital versions to follow, backed by a full through the line marketing campaign running throughout the tournament.
There's also a share of a £5 million jackpot up for grabs. Place an outright bet during the group stages, and if England win the tournament, the jackpot will be shared out equally amongst qualified customers No, we're not making that up.
Harry Phillips, Marketing Director for Sky Bet, said:
"The World Cup is one of those rare moments when football completely takes over the nation. Every four years, normal life gets put on hold as fans become consumed by the tournament, conversations, workplaces, living rooms and even weddings suddenly revolve around football.
That shared passion and energy was the inspiration behind our Sky Bet campaign, The World's Gone Football. Featuring Micah Richards and Roy Keane, it celebrates the wonderfully irrational things football makes us do when World Cup fever takes hold. From builders diving headers to a draught excluder turning up in a wedding dress, it's a tribute to the fans who embrace every moment of the madness.
Because when the World Cup comes around, the world doesn't just watch football, for a few weeks, it feels like the world becomes football."
Toby Allen, Chief Creative Officer at Anomaly, said: ""The World’s Gone Football is a love letter to the unhinged fan in all of us, who appears once every four years. Even in Roy Keane. Any idea that can get Roy laughing at himself has to be something special."