Tom Brady scores Ferrero partnership with ‘Go All In’ campaign 27 Mar 2026 | SIG Editoral Team Share on Sports marketing agency Ten Toes has secured a partnership between former NFL quarterback Tom Brady and Ferrero North America for the brand’s upcoming World Cup campaign. The deal places the seven-time Super Bowl champion at the centre of Ferrero’s ‘Go All In’ promotion, which represents the company’s largest-ever marketing commitment at $100m. Ten Toes was responsible for identifying Brady as the talent for the campaign, procuring the partnership, and managing the relationship. The campaign aims to connect the global tournament with a North American audience ahead of the FIFA World Cup arriving in the region. A commercial starring Brady will begin airing across a number of streaming services including Netflix, Amazon and HBO, as well as on social media platforms. Michael Johnson, Managing Partner, Ten Toes, said, “While the World Cup represents the pinnacle of global sport, soccer has historically struggled to command the same cultural weight in the United States as it does in the rest of the world. By involving one of the most decorated American sports personalities of his generation, we created an opportunity to bridge the gap between a global sporting moment and a domestic audience. Tom is someone who transcends any single sport and commands attention from audiences everywhere.”
Curated by Taleb Kabbara · Source: sportindustry.co.uk