How Adidas, Michelob Ultra, Budweiser, and Hisense Used Music to Amplify FIFA Club World Cup 2025 Campaigns

The FIFA Club World Cup has come a long way since its debut in 2000 as the FIFA Club World Championship. After running annually from 2005 to 2023, the tournament entered a bold new era this summer with an expanded 32-team format, hosted across 12 US stadiums from June 14 to July 13, 2025. 

Despite the untested nature of this revamped structure, major FIFA sponsors: Adidas, Michelob Ultra, Budweiser and Hisense seized the opportunity to captivate global audiences through music-driven campaigns. 

By leveraging iconic tracks like The Velvet Underground’s “I’m Sticking With You (1969),” The Heavy’s “How You Like Me Now (2009),” AC/DC’s “Thunderstruck, (1990)” and the bespoke anthem “Own The Moment (2025),” these brands transformed the tournament’s electric atmosphere into unforgettable marketing moments. 

Brand Campaigns That Rocked the FIFA Club World Cup 2025

1. Adidas: You Got This Campaign ft. Lionel Messi and Patrick Mahomes

In the lead-up to the FIFA Club World Cup 2025, Adidas brought its signature blend of emotion, music, and star power to center stage with another unforgettable chapter in its You Got This campaign. 

Launched globally on June 12, 2025, just two days before kickoff, the campaign paired global football legend Lionel Messi with NFL superstar Patrick Mahomes in a friendly, yet fiercely symbolic face-off. 

The result? A 45-second cinematic spot titled Come on Push directed by Ryan Booth with creative direction from Mark Fitzloff and Rob Palmer, that turned a simple treadmill race into a heartfelt tribute to encouragement and support. 

But the real magic of the ad? The music.

At the heart of the campaign lies a timeless and emotionally charged track: I’m Sticking With You (1969) by The Velvet Underground, reimagined by acclaimed artist James Blake. It’s a song that has become the musical soul of the You Got This series. 

According to music licensing firm Record-Play, which led the music supervision and clearance for the campaign, countless tracks were explored across genres and eras. But it was The Velvet Underground’s  classic that struck the perfect emotional chord.

For the seamless use of the track, Record-Play navigated a multi-clearance licensing process, similar to the sync and clearance work we handle at Spring Sound for African titles. Here are three interesting facts from that process:

(a) A newly recorded version was performed by James Blake, which meant the original sound recording may not be licensed.

(b) The musical composition, including the original melody and lyrics by Lou Reed, was licensed from Garnant Music, which is the current publisher of the work as registered with the Mechanical Licensing Collective (MLC).

(c) The original sound recording which is administered for licensing purposes by Universal Music Group and verve records had little to no similarity to the new recording.

This type of licensing process; securing the synchronization rights to visuals for the composition while ensuring the new recording doesn’t infringe on the original master is a textbook example of the expertise required in professional music supervision.

At Spring Sound, we bring clarity and precision to these complex rights situations, guiding brands through every step of music licensing with legal accuracy and creative insights.

By choosing a classic American rock track reinterpreted by a contemporary British artist, Adidas created a bridge between generations, cultures, and sports. The song choice connected Messi’s global football fanbase with Mahomes’ U.S.-centric NFL audience while reflecting Adidas’ deeper push into the American soccer market. A move confirmed by Chris Murphy, SVP of Brand Marketing at Adidas, who noted the surge in U.S. viewership for international football.

For music licensing professionals, this campaign offers valuable takeaways. Emotional resonance matters more than volume. The simplicity of I’m Sticking With You allowed the visuals and unspoken gestures to shine. 

That cross-cultural choices, both in casting and music, deepen reach and meaning. Most importantly, it proves that music licensing is not just a legal necessity but also a tool for creative storytelling.

At Spring Sound, we live by these principles. We believe the right song can transform a message from memorable to unforgettable. In every campaign we support, we strive to connect music with meaning, searching for songs that resonate not just with the moment, but with the mission. We understand that when licensing and storytelling align, the result is magic that moves the world.

2. Michelob ULTRA: Superior Hotel Campaign

As the Official U.S. Beer Sponsor of the FIFA Club World Cup 2025, Michelob ULTRA leveraged its partnership with football icon Lionel Messi to deliver one of the tournament’s most memorable ads: the Superior Hotel campaign. 

This stylish commercial was a music-led celebration of light-hearted rivalry, fan culture, and sound-driven storytelling. The 30-second spot, released on June 3, 2025, was created by Wieden+Kennedy and produced by SMUGGLER.

Set to The Heavy’s 2009 funk-rock anthem How You Like Me Now, the campaign uses music as both a narrative driver and an emotional hook. 

The track’s brassy, high-energy beat and confident vocals amplify the tension and fun of the mini-match between the two players. The song reinforces Michelob ULTRA’s brand voice: spirited, self-assured, and effortlessly cool.

The music licensing for the track was managed by Third Side Music, which represents The Heavy’s North American catalog. Given that they represent The Heavy’s North American publishing catalog, they would have handled the sync licensing for the composition, negotiating usage terms on behalf of the band and composers. 

Since the campaign utilized the original 2009 recording, released under Counter Records (a Ninja Tune imprint, now affiliated with BMG), Michelob ULTRA also secured master use rights from the label. 

Together, these clearances ensured the track could be used across platforms, territories, and campaign formats, reinforcing the brand’s bold, confident identity with full legal certainty.

From a strategic branding perspective, Michelob ULTRA continues to lean into music that both supports their visuals and elevates them. How You Like Me Now gave the spot an audial identity, one of retro swagger and upbeat confidence that matched Messi’s dribbling finesse and the campaign’s playful narrative. 

As a premium beer under Anheuser-Busch InBev, Michelob ULTRA targeted health-conscious and socially active consumers with this campaign. 

The message was simple but effective: superior light beer is worth playing for. And through smart music licensing and a confident music selection that message hit its mark. 

3. Budweiser: Celebration in the Making (The “ThunderBud”) Campaign

Budweiser, the Official Global Beer Sponsor of the FIFA Club World Cup 2025, leveraged nearly 40 years of FIFA partnership dating back to 1986 for a campaign that turned every match into a moment of celebration. 

Launched on June 6, 2025, the Celebration in the Making initiative featured the return of the fan-favorite “Bring Home The Bud” activation, which promised free beer to supporters of the winning club.

 Central to the campaign was a bold new film titled “ThunderBud”.

The centerpiece of the film was “Thunderstruck” by
AC/DC, the iconic 1990 hard rock anthem celebrated for its electrifying guitar riff and powerful vocals. 

Budweiser synced the song with a cinematic moment: the crack of a Bud can opening in a packed stadium, triggering a tidal wave of fan roaring that echoed the song’s explosive energy. 

To feature the song, Budweiser would have secured a music license from Sony Music Publishing/Albert Music, which manages the rights to the composition, and obtained a master-use license from BMG, which now controls the original 1990 recording initially released by Albert Productions.

For Budweiser, this track offered a bridge between generations, appealing to older fans who grew up on classic rock and younger audiences drawn to the song’s enduring power. 

This approach reflects a growing global interest in licensing back catalogs. These are timeless songs that evoke nostalgia while still connecting with younger listeners.

Licensing them involves clearing multiple rights. Permission must be obtained for the composition, usually from a music publisher, and for the original recording, from the label or artist. Mechanical and performance rights may also need to be considered.

In Nigeria, the process can be tricky. Rights are often divided between several parties, and some songs may lack formal documentation. Publishers and labels are key for sync and master clearances.

Spring Sound helps simplify this. We guide brands and creators through the licensing process, find the right holders, clear the needed rights, and make sure payments go to the right people. 

The “ThunderBud” campaign proves that in today’s ad world, music is more than an accessory and rather an emotional spine. By licensing a timeless rock anthem with matchday fever, the brand marketed its beer while also bottling the spirit of celebration, cracking it open, and letting it roar.

4. Hisense: Own the Moment Campaign

Hisense, the global electronics and appliance brand, took center stage as one of the main sponsors of the FIFA Club World Cup 2025. On May 16, 2025, the brand launched its “Own The Moment” campaign, a bold and energetic initiative that celebrated football’s most thrilling moments while spotlighting Hisense’s smart technology and premium entertainment systems.

The campaign was anchored by a high-energy promotional video featuring a custom track also titled Own The Moment. Hisense described it as the theme song of their FIFA Club World Cup 2025 campaign, using it to tie together the visuals, storytelling, and technology behind their activations. 

Designed to match the passion and pace of world-class football, the anthem played throughout the tournament in fan zones, on giant screens, and across branded installations. It brought a vibrant soundtrack to the competition and reflected Hisense’s focus on delivering an immersive viewing experience, whether in the stadium or at home.

The track was custom-created for the brand, meaning the contributors for the work are either on a work for hire contract or vice versa but since this information is not available to the public there is possibility the ownership lies on both parties granting permission for its use in this campaign. 

From a music licensing perspective, Own The Moment highlights the growing trend of brands commissioning original music for major events. Custom tracks like this one give brands more creative freedom and help them shape a distinctive sonic identity that works across TV commercials, highlight reels, and social media. However, the licensing framework post the recording of the custom track is also vital.  

Around the world, major sports moments are becoming powerful marketing stages and music plays a key role in shaping what audiences feel, remember, and share.

In Nigeria and across Africa, music licensing and sync deals are gaining traction. A growing number of artists and rights holders are actively exploring these opportunities, helping to drive awareness, structure, and access. And as Afrobeats continues to rise as a global phenomenon, more African tracks are poised to soundtrack global campaigns, sports ads, and cinematic moments.

How Spring Sound Can Help Brands Replicate the Club World Cup’s Winning Music Strategy

The FIFA Club World Cup 2025 brand campaigns showcased how Adidas, Michelob Ultra, Budweiser, and Hisense harnessed music to amplify their stories, through effective music supervision and licensing. 

From the soulful resonance of The Velvet Underground’s “I’m Sticking With You” in Adidas’ You Got This to the electrifying pulse of AC/DC’s “Thunderstruck” in Budweiser’s ThunderBud, these brands used iconic tracks and bespoke anthems to bridge cultures, engage fans, and elevate their stories. 

At Spring Sound Music,  we help brands create this kind of impact. As a premier music licensing company, we streamline the supervision process, offering unmatched access to the rich diversity of African music through our extensive relationships with artist and label teams across the continent. 

Our tailored music supervision solutions, crafted to fit any budget or creative demand, ensure the perfect cue for every project. With our transparent and efficient licensing framework, we make securing the right music seamless, ensuring your brand’s story resonates deeply and leaves a lasting impact.