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OVERVIEW
Kia’s The 49th Team campaign gave young footballers across the world the chance to represent their country, compete in a global tournament and ultimately experience the FIFA World Cup 2026 as official ball bearers.
For the UK campaign, the story follows Rio Ferdinand as he builds England’s 49th Team across a series of films — from the initial call and auditions through to the tournament and squad reveal. The campaign was part of a global activation spanning countries including England, Japan, Korea, Mexico, Brazil and Argentina.
Additional film: A cinematic black-and-white film capturing the 49th Team badge being embroidered.
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