Ahead of the FIFA World Cup 2026, AXE needed to do more than be an official sponsor. It needed to earn its place in German football culture.

Every four years, football fans go all out to back their team. In Germany, the wilder the outfit, the bigger the show of support. Exactly the moment AXE was made for: helping fans feel and smell their best, even when they look their worst.

So, we transformed AXE’s World Cup event into a creator-led Twitch spectacle, put tickets to the FIFA World Cup Final in Twitch Chat’s hands and gave live viewers an all-access pass to shape every stage of the competition before crowning the fan with the wildest look.

Broadcast live on Twitch by leading German football creator IamTabak, custom tech extensions seamlessly connected the live audience to the event, letting them unlock exclusive content, vote for contestants, trigger stadium-style Mexican Waves with AXE’s exclusive channel emotes, earn secret raffle codes to win prizes, and shop AXE’s limited-edition range.

AXE handed football fans the show. They turned it into a shared cultural moment.

178K+
Live Views · +28% vs benchmark

17.3%
Of Chat Messages Featuring the Axe Custom Emote

300+
UGC assets organically posted on social platforms.

AXE didn’t just sponsor the FIFA World Cup.
It became part of German football culture.