The Deliveroo Football Just Got Even Better campaign has been kicked off in celebration of the 2026 FIFA World Cup to encourage fans to order in their favorite dishes and catch the latest match with friends and family alike. The campaign was developed through a partnership with Coolr and The Romans, and puts a 45-second hero film starring Peter Crouch and Abbey Clancy in the spotlight. The Romans and Deliveroo have even partnered to create the Pizza Crouch that comes in the form of a pizza created with the player's height in mind and will serve up to 30 people.
Global Head of Marketing Evelyn Lopez Mendoza spoke on the Deliveroo Football Just Got Even Better campaign saying, "The World Cup is a moment people live in for six full weeks. We wanted to build a campaign that reflects how modern fandom actually behaves. Fans are ordering food, messaging group chats, following creators and reacting to every twist in real time across multiple screens and communities simultaneously."
What's Driving This Trend
- Watch-party Dining
- Shared match-day meals are becoming entertainment anchors, creating space for oversized menu formats, bundled ordering, and group-focused food experiences tied to live sports moments.
- Celebrity-led Food Campaigns
- Athlete and creator appearances add cultural relevance to delivery promotions, blending fandom, humor, and limited-edition products into highly shareable brand narratives.
- Multi-screen Fandom
- Real-time conversations across broadcasts, messaging apps, and social platforms are reshaping sports marketing around interactive, food-adjacent experiences that follow fans beyond the TV.
Who This Affects Most
- Food Delivery
- Major sporting events provide delivery platforms with high-frequency ordering occasions, where themed menus and social-first campaigns can differentiate convenience services.
- Sports Marketing
- Football tournaments are evolving into immersive commercial ecosystems, with brands using fan rituals, personalities, and communal viewing behaviors to deepen audience engagement.
- Quick-service Restaurants
- Event-sized products and limited-run menu collaborations offer restaurants new ways to connect dining occasions with pop culture, group consumption, and celebratory moments.
