Mexico City, January 2026. When a global brand chooses to speak to the world through football, it chooses greatness. That’s exactly what Kia, Official Global Partner of the FIFA World Cup 2026, has done with the launch of its new international campaign, “49th Team.” The initiative is strategically aligned with the road to 2026, building a symbolic squad that transcends leagues, generations, and borders.
The concept is straightforward: assemble a team of players who didn’t just win trophies, but redefined their roles and left a cultural mark on the game. French legend Thierry Henry appears as the architect behind the project, responsible for assembling this global lineup.
The first official call-up was Rio Ferdinand. The second name revealed was “El Brody,” Jorge Campos, making him not only one of the campaign’s earliest announced figures, but also the first Latino to join the 49th Team.
That detail matters. Campos’ early inclusion underscores his enduring global relevance. Decades after redefining the goalkeeper position with bold design, personality, and flair, he now stands at the forefront of a worldwide brand narrative directly connected to the 2026 World Cup.
Additional icons such as David Villa and Christine Sinclair have since joined the project, reinforcing the campaign’s international scale and cross-generational ambition.
The call-up process is just beginning, and more names are expected. What’s already clear, however, is that the 49th Team isn’t looking for players — it’s assembling symbols.
And in that global conversation, Jorge Campos belongs exactly where he is.
