What We Do, We Do for Football

Some passions can’t be explained. They’re lived. Shouted. Exaggerated. And sometimes, sung. With just 100 days to go until the kickoff of the FIFA World Cup 2026™, Sabritas®, the tournament’s official snack partner, ignites global excitement with a fully integrated platform that places fans at the heart of the world’s biggest spectacle. As anticipation builds for what is set to become the most-watched sporting event in history, Sabritas® enters a new era with its flagship platform, “No Sabritas, No Game,” reminding the world of a simple truth: without Sabritas, there is no match.
“Becoming an official sponsor of the FIFA World Cup 2026™ is a natural step for Sabritas®, a brand that has accompanied Mexican families for generations in moments of celebration and togetherness. Football connects people through shared experiences, and this milestone also coincides with a historic evolution of our brand identity—one that more clearly reflects who we are: pride in our heritage, quality in our ingredients, and an authentic connection with our consumers,” said Ana Karen Esteban, Marketing Director for Sabritas Mexico.
Leading the charge, Sabritas® unveils “What We Do, We Do for Football,” a campaign developed by Zurda Mexico. The initiative pays tribute to fans who would do absolutely anything for their team—even the most unexpected and outrageous acts.
At the heart of the campaign is an original song that, for the first time, brings together iconic figures from Mexican music and entertainment: Belinda, Emmanuel, Mijares, and JuanPa Zurita. Together, they give voice to the emotional rollercoaster of fandom, capturing those moments when, for Mexico’s National Team, we’ll go to any lengths.
“At Zurda Mexico, we’re incredibly proud of this work. Collaborating with brands like Sabritas® during a World Cup year is every creative agency’s dream—this is just the beginning of a massive campaign,” said Diego Gueler Montero, Founder and CCO of Zurda Mexico.
The campaign rolls out as a 360° platform across out-of-home, Spotify, influencers, and digital content—marking the start of a cultural territory where football isn’t analyzed, it’s felt.
As the countdown to kickoff continues, Sabritas® invites fans everywhere to join the celebration. From singing along with Belinda, Emmanuel, and Mijares to participating in the brand’s upcoming activations around this global football festival, Sabritas® ensures that every moment of this World Cup will be nothing short of epic. Because in 2026, what we do, we do for football.
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