Ten Toes Champions Tom Brady Partnership for Ferrero's World Cup Campaign

Sports marketing agency Ten Toes secured and manages the talent partnership with NFL legend Tom Brady for Ferrero North America's landmark World Cup campaign.

Ten Toes, the sports marketing agency trusted by the biggest names in global sport, has played a pivotal role in an ambitious brand campaign around the World Cup, securing and managing a landmark talent partnership between seven-time Super Bowl champion Tom Brady and Ferrero North America for the brand's "Go All In" promotion.

With the World Cup arriving on North American soil this summer, Ferrero is backing the tournament with a $100 million portfolio-wide campaign which represents its largest marketing commitment in company history. At the heart of that campaign is Tom Brady, and Ten Toes is the agency that put him there.

Ten Toes was responsible for identifying Tom Brady as the right talent for the campaign, procuring the partnership, and subsequently managing the talent relationship throughout the campaign's development. The agency's expertise in connecting talent with brand partners at the intersection of sport and culture was central to bringing this collaboration to life.

"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." – Michael Johnson, Managing Partner at Ten Toes

The commercial begins airing on April 1, 2026, across Tubi, Netflix, Amazon, HBO, Roku, and Paramount, as well as YouTube, Meta, and TikTok. Brady stars as soccer's biggest new fan, bringing his signature championship energy to Ferrero's "Go All In" promotion, which gives consumers the chance to win $1 million and hundreds of prizes throughout the tournament window.