As the 2026 World Cup approaches, more and more brands are trying to move beyond traditional sports sponsorships and connect football with a broader cultural and identity-driven narrative. Instead of focusing exclusively on matches, players and stadium visibility, campaigns are increasingly being built around feelings of belonging, shared experience and the cultural identity that sport activates among audiences.
That is precisely the logic behind Centenario Tequila’s new campaign titled “Todo o Nada”, positioned as a celebration of Mexican pride, togetherness and the “con todo” way of life – fully, without compromise and without half intensity.
The campaign will run across the United States through linear TV, digital video, as well as paid and organic social channels, with a particular focus on Hispanic audiences in the U.S. The brand is also leveraging its position as the official tequila of the Mexican National Team, connecting national identity, sport and culture into a unified communication platform.
Unlike many alcohol campaigns that rely on luxury, nightlife or premium lifestyle aesthetics, Centenario Tequila builds the entire narrative around everyday emotional moments within the Mexican community. At the center of the campaign are short cinematic scenes portraying people in moments of fear, prayer, collective cheering, family gatherings and personal ambition, while tequila appears as a symbol of connection and cultural continuity rather than a dominant advertising prop.
The central spot opens with a young man praying in front of a homemade altar before a match, followed by the appearance of Mexican National Team goalkeeper and captain Guillermo “Memo” Ochoa, first through a television broadcast and later as part of a family gathering during a match viewing.
A special focus of the campaign was placed on the authenticity of the creative process. The entire creative team consists of Mexican creators, including director La Sister, composer Carlos Mier and agency MEL, led by Luis Miguel Messianu, one of the most recognizable names in the Latin American creative scene and a multiple Cannes Lions winner.
At a time when many global brands attempt to “borrow” cultural identity through superficial references and symbolism, Centenario Tequila is trying to take a different position – not to represent culture from the outside, but to speak from within it. That is why the campaign strongly insists on the idea that “Todo o Nada” is not a slogan, but a mindset connecting generations of Mexicans, including the Hispanic community now living in the United States.
The campaign also arrives as a continuation of the earlier “Memos for Mexico” activation, in which the brand, together with fans and Guillermo “Memo” Ochoa, created a reinterpretation of the traditional song “Cielito Lindo” using voice messages submitted by audiences through social media.
More broadly, “Todo o Nada” demonstrates how sports marketing ahead of the World Cup is increasingly turning into cultural storytelling, where what a national team symbolizes to audiences matters more than the mere presence of a logo beside the pitch. For brands such as Centenario Tequila, football is no longer just a sporting event, but a space for building identity, emotional belonging and long-term relationships with communities.
