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MediaMarkt launches international World Cup campaign with Jürgen Klopp

A city building displays a huge MediaMarkt advert with a man on screen, while pedestrians and cars pass by in the evening.

Strombeek, 18 May 2026 - MediaMarkt launched an international campaign around the World Cup on Friday. Under the slogan “Sorry, but it’s the World Cup”, the campaign highlights those familiar moments when football fans temporarily put their daily routines on hold. With Jürgen Klopp as the face of the campaign, MediaMarkt shows how technology contributes to the experience of a summer shaped by football and shared moments.

During the World Cup, many fans live according to the rhythm of the matches. Schedules change, decisions are made more with the heart, and everyday life temporarily takes a back seat. MediaMarkt builds on this universal fan logic to create a campaign focused on shared experience, humour and the role of technology in moments people enjoy together.

“A World Cup always creates something special. It brings people together and offers moments that are a little different from everyday life,” explains Raymond Mesterom, Marketing Director MediaMarkt Benelux. “With ‘Sorry, but it’s the World Cup’, we play on the football fever everyone recognises. In a light-hearted way, we show how technology enriches the experience at home, with friends or on the go. Not only through promotion, but also through the role MediaMarkt plays in the moments people experience together.”

Fan moments as the creative starting point

At the heart of the campaign is a simple and universal idea: during the World Cup, everything can be just a little different. The campaign turns everyday situations into humorous scenes where football temporarily becomes the absolute priority.

For example, we see people spontaneously deciding to upgrade to a larger TV and a bigger barbecue, fridges placed in the most unlikely locations to keep drinks cold, or someone on a romantic date paying more attention to the match on their phone than to their partner. What starts as a small conflict always ends with the same wink: “Sorry, but it’s the World Cup.”

The campaign consists of several hero films as well as supporting content adapted to the different channels. Jürgen Klopp closes each spot with the same punchline, reinforcing the campaign’s identity.

A red MediaMarkt poster features a red barbecue as a World Cup gift, with striking promotional text and green turf behind.

Free red World Cup barbecue with selected participating products

To complete the World Cup experience at home, customers will receive a free red World Cup barbecue with any purchase of at least €500 on participating products. The barbecue works on both charcoal and electricity, making it ideal for both a match night in the garden and an improvised grilling session on a balcony.

In this way, MediaMarkt helps its customers turn every match into a true shared moment, with technology and conviviality within easy reach.

From creative idea to international rollout

The campaign will be rolled out across various channels, including television, digital, social media, audio, out-of-home and in-store touchpoints. The creative concept is translated into formats tailored to each channel: from short, impactful content designed to reach a wide audience to longer storytelling formats for moments that require more attention.

The campaign also leaves room for local adaptations in the different participating markets, while maintaining a strong and immediately recognisable central identity. The result is a coherent international campaign with enough flexibility to remain locally relevant.

Technology in service of shared moments

With this campaign, MediaMarkt shows how technology enriches the moments people experience together. Watching a match on a bigger screen, hosting friends for a football night or not missing a thing while on the go: technology makes the World Cup experience more immersive, simpler and more enjoyable.

The campaign therefore fits within MediaMarkt’s broader positioning, in which customer experience plays a central role and technology is closely connected to everyday life.

Download the press release