The flagship brand of the ComeOn Group has revealed a brand-new television campaign ahead of the 2026 World Cup, representing the company’s largest coordinated multi-market brand push to date.
The campaign marks the return of Emmy Award-winning actor Jeremy Piven, following a successful 2025 partnership that secured a nomination for Sweden’s respected 100-wattaren award, which recognises excellence in marketing effectiveness.
Building on last year’s momentum, the 2026 creative has been refined and strategically enhanced. Early performance indicators suggest it is already exceeding the previous campaign in critical areas such as short-term revenue impact and brand recognition across Sweden, Denmark, and Ontario.
The new commercial centres on Piven’s signature charisma and high-energy presence, combined with a refreshed creative approach aimed at reinforcing ComeOn!’s premium brand image. The campaign is designed to connect with football fans as anticipation builds around the world’s biggest sporting spectacle.
For the first time, the concept will roll out simultaneously across Sweden, Denmark, and Ontario. This coordinated launch reflects a significant investment in brand visibility, strategically timed to align with the global football build-up.
Efi Peleg, Chief Commercial Officer at ComeOn Group, said: “Last year, our partnership with Jeremy Piven proved to be a strong creative and commercial success. As we head into the world’s biggest football event, we’re scaling that success across multiple markets with our most ambitious campaign yet. This isn’t just a return, it’s an evolution.
We’ve refined the concept, strengthened the creative, and are launching our biggest and most impactful campaign to date.”
The campaign launch follows ComeOn Group’s continued focus on sportsbook-driven engagement and entertainment-led player experiences. With its proprietary sports betting technology and player-first strategy, the brand continues to advance through improved personalisation, expanded market coverage, and confident, high-impact creative storytelling.