Image Credit Ten Toes
LONDON, March 27, 2026: 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 getting into the sports spirit 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.
Michael Johnson, Managing Partner at Ten Toes, said, “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.”
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.
ABOUT TEN TOES
Ten Toes is a fully-committed sports marketing agency with a clear ambition – to bring talent, brands and organizations closer to their fans, and to each other.
Operating at the intersection of sport, culture, creativity and technology, we help our partners maximize the value and opportunity that sport unlocks.
We’re trusted by some of the biggest rightsholders in sport – such as FIFA, the FA, Matchroom Boxing and the RFU – to deepen their connections with fans through strategic guidance and development, actionable recommendations, data-driven insight and best-in-class creativity.
We help brands, including Nike, Meta, Visa, Expedia and Just Eat, engage the huge audience that sport commands through strategically-led ideas, acts and content – underpinned by insights and data.
And finally, we work with sporting icons like England internationals, Harry Kane and Alessia Russo, England and British & Irish Lions Captain, Maro Itoje, and the Head Coach of the US Men’s National Team, Mauricio Pochettino.
Our commitment to our clients and our team’s unique blend of experience help make Ten Toes one of the industry’s most effective and innovative sports marketing agencies.
FOR PRESS ENQUIRIES:
Michael Johnson, Ten Toes
Michael@tentoesmedia.com