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MLILY USA Anticipates 2026 FIFA World Cup Hype with Engagement Campaign for Retailers
March 24,
2026 by Karen Parrish in Business Strategy, Industry 
As anticipation builds for the 2026 FIFA World Cup coming to the United States this summer, MLILY USA is giving retailers a way to connect with the growing wave of soccer fandom through a new national sweepstakes campaign designed to drive in-store engagement and sales throughout the season.
Timed to coincide with the heightened excitement surrounding the global tournament, MLILY’s Sleep to Perform campaign will run May through July. The promotion invites consumers to enter a national sweepstakes while visiting participating retailers, creating opportunities for stores to connect with soccer fans while highlighting MLILY’s performance-driven sleep products.
The initiative builds naturally on MLILY’s longstanding connection to the sport through its global partnership with Manchester United. As the exclusive bedding partner of the iconic club, MLILY has developed products designed to support rest and recovery, an essential element of athletic performance both on and off the pitch.
“Soccer has always been part of MLILY’s story,” said Derek Leishman, national sales director for MLILY USA. “With the World Cup being hosted here in the United States, we saw an opportunity to help retailers connect with the excitement surrounding the sport while showcasing products that are built around performance, recovery and quality sleep.”
To make participation simple and impactful, MLILY will equip retail partners with an impactful marketing toolkit designed for both in-store and digital activation. Materials will include point-of-purchase displays, window clings, and creative assets that retailers can use across organic and paid digital campaigns.
The goal, company officials say, is to create a unified national promotion while allowing retailers to activate the campaign locally in ways that resonate with their customer base. With millions of fans expected to follow the tournament across North America, MLILY believes the promotion provides a timely opportunity for retailers to connect sleep performance with athletic performance—while tapping into one of the biggest cultural moments of the year.
“Retailers are always looking for timely ways to create energy on the showroom floor,” Leishman added. “This campaign gives them a turnkey program tied to one of the most watched sporting events in the world, supported by national promotion and strong brand recognition through our soccer partnerships.”
Additional details about the sweepstakes program and retailer marketing resources will be shared with MLILY retail partners ahead of the campaign launch later this spring.