How an Airline Used World Cup Controversy to Steal the Show in Canada

A Controversial Tournament

Headlines have been made across the globe (and not good ones) about the controversial ticket pricing system at the 2026 World Cup in North America, and airline company AIR TRANSAT have become the tournaments most successful sponsors without paying a penny.

The Campaign

The company swiftly appeared on billboards across Canada and The USA taking a dig at FIFA’s prices, comparing seeing a country play in a match, to the cost of flights to visit the country yourself, in its ‘See Mexico, SEE Mexico’ campaign.

And, its worked, more than even the airline's marketing team could have hoped.

Going Viral

Multiple billboards have gone viral across social media platforms, especially TikTok, where criticism of FIFA and the World Cup is at its highest.

A Cost Free Opportunity

The best part for the Canadian Airline was the cost of the campaign, more importantly, the lack of any cost to piggyback off the tournament's name.

Not mentioning the World Cup explicitly means they don't have to pay a dime to FIFA, and they also don't have to hold any punches.

Industry Attention

The company has featured on many news sites with the campaign, including The Times, on how companies can use the global tournament without doing it on FIFA’s terms.

The Bigger Question

How many sales this has translated into is yet to be seen, and with Airlines currently struggling due to the jet fuel hike during the Iran War, a sales boost is essential in any advertising campaign in the industry.

So, while the campaign has turned heads and potentially changed the face of advertising during global events, the advertising itself might not be as effective as the plaudits suggest.