FINTECH COMPANY BharatPe has posted a series of cryptic posts across X, Instagram and Meta, subtly linked to the ICC Men’s T20 World Cup. While the messages offer little by way of detail, their intrigue has fuelled speculation about the brand’s plans for the upcoming cricket and football World Cup season.
“What if you watched this World Cup, Not from your friend’s place,” one of the post says.
Globally, such early activations are already becoming the norm. In the run-up to the FIFA World Cup 2026, international automotive brands have launched fan-centric digital campaigns centred on mobility and match-day experiences. Beverage companies, meanwhile, have leaned into football’s cultural pull through limited-edition packaging, while leading FMCG players have activated portfolios via localised storytelling, influencer partnerships and purpose-driven initiatives.
Marketing experts point out that World Cup-led campaigns offer brands a rare mix of scale and contextual relevance. Beyond the sheer size of the audience, these tournaments provide a powerful emotional backdrop where themes such as trust, performance, teamwork and consistency naturally align with brand narratives. For digital-first and fintech companies in particular, this creates an opportunity to embed everyday services like payments into moments of national and global pride.
With early teasers such as BharatPe’s already in play, the battle for consumer attention appears to have begun well before the first ball is bowled or the opening whistle is blown.
