# Celebratory Football Beer Campaigns Tennent’s Time to Dream Campaign Celebrates the World Cup By Michael Hemsworth | Published 2026-05-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tennents-time-to-dream References: [scottishgrocer](https://scottishgrocer.co.uk/2026/05/25/tennents-kicks-off-fifa-world-cup-activity/) & [fifa](https://www.fifa.com/en/tournaments/mens/worldcup/canadamexicousa2026)  The Tennent’s Time to Dream campaign has been announced by the Scottish lager brand as a kickoff to the [FIFA World Cup 2026](https://www.trendhunter.com/trends/fifa-club-world-cup) celebrations that mark the upcoming matches with special offers for consumers. The campaign will see the brand launching a [TV commercial starring Rory McCann](https://www.trendhunter.com/trends/beat-the-icon) that centers around the World Cup alongside a digital and outdoor advertising campaign. The brand will be introducing a range of POS materials alongside an on-pack promotion for its eight, 10, 12 and 15-packs of lager. This will give fans the chance to win a [Scotland '26 Squad](https://www.trendhunter.com/trends/onpack-promo) signed shirt with a match day experience at Hampden Park with a football start with thousands of additional prizes up for grabs. Senior Brand Manager Hazel Alexander spoke on the Tennent’s Time to Dream campaign saying, "Scotland has waited a long time for this moment, and we wanted to capture what it really feels like. ‘Time to Dream’ is about the belief supporters have carried for nearly three decades – the hope, the heartbreak and the pride. This campaign is for everyone who’ll be watching together this summer." ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 55% | Activity: 57% | Freshness: 78% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What Makes This Trend Stand Out - **Sports-branded Alcohol Promotions:** Fan-targeted beer collaborations and licensed merchandise tie beverage purchases directly to sports fandom, creating new value-exchange models between brands and supporters. - **Experiential On-pack Rewards:** Physical packaging that contains tickets, exclusive access, or collectible experiences elevates the pack from commodity to gateway for live-event engagement. - **Multi-channel Nostalgia Campaigns:** Campaigns that combine TV, outdoor, digital and celebrity talent to evoke collective memories and national pride redefine emotional resonance in mass-market advertising. ### Sectors Adopting This - **Alcoholic Beverage Retail:** Retailers stocking themed multipacks and POS activations become platforms for experiential commerce that shift purchasing decisions from price-driven to experience-driven. - **Outdoor and Digital Advertising:** Integrated outdoor-digital media buys tied to major sporting events enable hyper-contextual messaging opportunities that reshape audience reach and attribution models. - **Sports Hospitality and Events:** Event operators and venues packaging VIP match-day experiences with consumer goods open new bundled revenue streams that merge retail promotions with live entertainment. ## Related on Trend Hunter - [Celebratory World Cup Snacks](https://www.trendhunter.com/trends/walkers-and-fifa.md) - [Brazil-Only Sporting Event Spirits](https://www.trendhunter.com/trends/johnnie-walker-fifa-world-cup-2026.md) - [Telecom Event Ticket Campaigns](https://www.trendhunter.com/trends/verizon-and-david-beckham.md) - [World Cup Payment Campaigns](https://www.trendhunter.com/trends/tap-in.md) - [Celebratory Soccer-Themed Snacks](https://www.trendhunter.com/trends/goalden-balls.md) - [Celebratory Soccer Tournament Champagnes](https://www.trendhunter.com/trends/taittinger-fifa-world-cup-bottle.md) - [German Soccer Can Designs](https://www.trendhunter.com/trends/can-designs.md) - [Sports-Themed Beer Campaigns](https://www.trendhunter.com/trends/brewdog-promotion.md) - [Beer Sponsorship Activations](https://www.trendhunter.com/trends/canadawide-fifa.md)