After last week’s Timothee Chalamet-led brand film for Adidas, it’s Visa’s turn to create a celebrity-led campaign for the FIFA Men’s World Cup 2026. Ted Lasso star Jason Sudeikis appears as himself in Visa’s “Tap In” campaign that dropped Monday. 

In Ted Lasso, Sudeikis plays a sweet but somewhat clueless American football coach who finds himself leading an English football team because he doesn’t know the difference between the two. In “Tap In,” he plays himself as a guy just looking for some tickets to watch the sport that he loves.

The campaign’s one-minute hero spot starts with Sudeikis in the stylist’s chair, watching a match. As she works on his hair, the stylist asks, “are you going back home for the games?” “Oh, I wish,” Sudeikis says, as the announcer declares, “that was an easy tap in.”

That gives Sudeikis an idea: he can use his Visa to tap in and buy things he wants, like tickets to the World Cup. He taps in and voilà, tickets appear. He taps again and his stylist gets a foam finger. One more tap and a guy gets a tattoo of a football-playing cat on his abdomen … which apparently he wanted. 

From there, Sudeikis turns into a tapping fool. He taps in and changes a simple taxi ride to a transatlantic journey with Norwegian football star Erling Haarland at the wheel. Now back on North American soil, he checks in to New York, Mexico and Canada before settling in to watch some matches. And wouldn’t you know it, a few friends we’ve seen before turn up as well.  

Besides Haarland, the hero spot features cameos from Spain’s Lamine Yamal and legendary Mexican goalkeeper, Jorge Campos, who came out of retirement at age 58 to sign with Madrid-based club México FC for the 2025–2026 Tercera Federación season. In the spot, Campos appears in a Mexican bar and then accompanies Sudeikis and friends to a live match.  Expected to pop up later in the campaign are U.S. Men’s National Team captain Christian Pulisic and Argentine announcer Andrés Cantor.

Beyond the on-air and social spots, Visa plans to bring the campaign to life across all three host countries – the U.S., Canada and Mexico – with exclusive promotions, merchandise and sweepstakes. 

Visa cardholders across the U.S. and Canada can Tap In to Score for a daily chance to win match tickets, signed memorabilia, limited-edition merchandise or a trip for two to the finals. In Mexico, eligible Visa cardholders can register to enter Pásala Para Ganar, offering fans the chance to win tickets to a FIFA World Cup 2026 match just by registering their eligible cards. Winners will be randomly selected and notified in early June.

On site, Visa will hold Tap In activations at select studios and major host cities during the tournament, events designed to blend football, art and culture. 

Finally, Visa is working with non-profits in each host country to support small businesses, creators and communities. Through “Tap In to Impact,” Visa is committing $600,000 to three non-profit partners: SCORE in the United States, which helps to launch small businesses; Pro Mujer in Mexico, which works to advance gender equality; and Futurpreneur in Canada, which supports young entrepreneurs.  

“Fans don’t just watch the FIFA World Cup – they live it,” said Frank Cooper III, chief marketing officer at Visa, in a statement. “‘Tap In’ keeps them closer to every moment, turning the easiest goal in football into an invitation for fans everywhere to participate.”