ComeOn Group’s flagship ComeOn! brand has launched its new TV ad campaign in preparation for the 2026 World Cup which the operator has said is its largest brand investment in its history
The campaign, which the operator has said marks its “largest multi-market brand investment to date”, features Emmy Award-winning actor Jeremy Piven.
This marks Piven’s latest involvement in ComeOn! ad campaigns, with the actor having starred in previous releases in 2025.
Piven also featured in ComeOn!’s ad broadcast in Ontario at the start of the year.
The latest ad promoting the summer’s World Cup will be simultaneously broadcast across ComeOn!’s core markets in Ontario, Denmark and Sweden.
The tournament will kick off in June this year, with the matches broadcast from the US, Canada and Mexico.
A ComeOn Group statement read: “The campaign sees the return of Emmy-winning actor Jeremy Piven, following a strong 2025 collaboration that earned a nomination for Sweden’s prestigious 100-wattaren award for marketing effectiveness.
“Building on that momentum, the 2026 campaign has been further refined and optimised, with early results showing it outperforming last year’s execution on key performance indicators including short-term sales potential and brand recall across Sweden, Denmark and Ontario.
“At the heart of the new commercial is Piven’s trademark energy and charisma, paired with a refreshed creative direction designed to elevate ComeOn!’s premium positioning and resonate strongly with sports fans as global football excitement builds.”
The operator added that the campaign represents a “significant strategic investment in brand visibility timed for the build-up to the world’s biggest football event”.
Efi Peleg, chief commercial officer at ComeOn Group, said: “Last year, our partnership with Jeremy Piven proved to be a strong creative and commercial success.
“As we head into the world’s biggest football event, we’re scaling that success across multiple markets with our most ambitious campaign yet.
“This isn’t just a return – it’s an evolution. We’ve refined the concept, strengthened the creative, and are launching our biggest and most impactful campaign to date.”
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The post ComeOn Group launches World Cup marketing campaign starring Jeremy Piven first appeared on EGR Intel.
Operator’s flagship ComeOn! brand launches its “largest multi-market brand investment to date” across Sweden, Denmark and Ontario
The post ComeOn Group launches World Cup marketing campaign starring Jeremy Piven first appeared on EGR Intel.