Celebrity Name: Tom Brady
Brand Name: Ferrero
Deal Type: Brand Ambassador / Campaign
Announced: March 26, 2026
Impact: Ferrero’s first-ever portfolio-wide campaign, its largest marketing commitment in company history, timed to soccer’s biggest global stage and the 2026 FIFA World Cup on home soil
- Ferrero North America has tapped 7-time Super Bowl champion Tom Brady as the face of its “Go All In” soccer campaign, the brand’s single largest marketing investment ever and its first portfolio-wide push.
- From April 1 through July 31, 2026, fans can buy any two Ferrero products (or enter for free) for a chance to win the $1 million grand prize, a Super Fan trip abroad, a gaming setup, a Fan Cave upgrade, and 200 daily prize packs of soccer merch.
- Nutella, Ferrero Rocher, Kinder Bueno, Butterfinger, Tic Tac, Keebler, Crunch, Blue Bunny, Halo Top and more will carry “Go All In” promotional packaging across stores all summer.
- A 30-second Brady commercial, created by agency Anomaly and produced by Shadow Lion, debuts April 1 across Netflix, Tubi, Amazon, HBO, Roku, Paramount, YouTube, Meta, and TikTok.
Tom Brady is taking his winning mentality off the football field and into the snack aisle. The seven-time Super Bowl champion has teamed up with Ferrero North America for its new “Go All In” campaign, a massive, portfolio-wide push timed to the 2026 FIFA World Cup being hosted on U.S. soil this summer.
Ferrero is backing the campaign with a $100 million investment, the brand’s largest marketing commitment in company history, and its first effort to unite all of its iconic product lines under one message.
Brands including Nutella, Ferrero Rocher, Butterfinger, Keebler, Kinder Bueno, Tic Tac, and Blue Bunny will all carry “Go All In” promotional packaging throughout the summer.
Brady, who retired from the NFL in 2023 after 23 seasons and has since taken on a minority ownership stake in the Las Vegas Raiders and a role as a Fox Sports NFL analyst, called Ferrero an easy partner to say yes to. Brady described Ferrero as what he called “the G.O.A.T. of treats,” pointing to their shared values of quality and passion.
A 30-second commercial debuts April 1 and rolls out across streaming and social platforms. Fans can enter the sweepstakes by purchasing any two Ferrero products, or for free online, for a chance to win prizes ranging from daily soccer merch to the $1 million grand prize, running April 1 through July 31, 2026.
This kind of sports-celebrity-meets-brand play is becoming a go-to strategy for major companies. Fellow NFL legends have done the same: Rob Gronkowski and Julian Edelman recently fronted Infiniti’s QX65 launch campaign and Jason Kelce starred in Garage Beers’ new content series, showing just how in-demand retired gridiron stars have become as brand ambassadors,
Takeaways
This isn’t just a snack campaign, it’s a bold cultural bet. Ferrero is staking $100 million on the idea that the 2026 World Cup will be the defining commercial moment of the year for American consumers, and they’ve chosen the most decorated quarterback in NFL history to carry that flag.
Brady’s pivot from football icon to lifestyle brand spokesperson has been remarkably smooth, and his appeal cuts across demographics, exactly what you need when you’re trying to sell everything from Nutella to Butterfinger in a single campaign.
The “Go All In” structure is also smart retail strategy. Getting consumers to buy two products at once seeds cross-brand discovery across Ferrero’s wide portfolio, turning a sweepstakes into a loyalty-building machine.
Does Brady’s football legacy actually translate to soccer fans, or is this a miss in terms of cultural fit for the World Cup audience? As retired athletes like Tom Brady, Jason Kelce, and Rob Gronkowski become go-to brand faces, are brands getting more value from post-career legends than from active stars?
